PIONEER HOME ENTERTAINMENT
PROGRAM
Beyblade National TV Strategic Buy And Sweepstakes Overlay for Pioneer Home
Entertainment.
OVERVIEW
TRG executed a two-week strategic television buy and sweepstakes promotional
overlay for Pioneer Home Entertainment children’s property Beyblade.
TRG was responsible for the purchase of tune-in airtime, creation of the
on-air spot, sweepstakes administration and development of the official
rules. The spot ran Thursday through Saturday during a specific time to
saturate the necessary demo of young boys 6-12. The Beyblade Rip N’ Win
Sweepstakes was a hit with the demo offering cool Beyblade toys to winners. TRG’s
strategic media plan included:
- Concentration on Nickelodeon and Cartoon Network which combines 80% of all
Boys 6-12 GRP
- National buy on DirecTV hitting 11 million homes
- Exposure on 12 top 20 markets reaching 1/8 of the
nation’s cable households
RESULTS
The combination buy/promotion was extremely successful in over delivering 111
additional promotional media spots that represented a 18% value over and
above the buy at no extra cost. Over 960 spots were delivered reaching
23.2 million impressions for kids aged 6 to 12. The Beyblade Rip ‘N’ Win
Sweepstakes had over 40,000 entries with over 80 winners receiving Beyblade
product
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