DIC Entertainment is working to build loyalty and viewer retention around its Saturday morning programming block with a watch-and-win sweepstakes.
To play, fans who watch KOL’s Secret Slumber Party programming block and visit the SecretSlumberparty.com Web site then answer questions about various shows that air during that timeframe. Themed prizes are awarded each weekend through Jan. 28.
On Jan. 13, players answer questions online tied to the show Horseland to win a horse lover’s dream vacation. DIC will award a bedroom makeover to viewers who correctly answer questions about its series Cake on Jan. 20. And for its final sweepstake prize on Jan. 27, the company will give 200 winners $25 in music cash for its Dance Revolution promotion.
“DIC invested heavily in advertising in the overall block,” said Michael Berreth, director of marketing at DIC Entertainment. “Now, we are at the point where we are trying to influence behavior. The thrust is to motivate tune-in.”
Online ads on KOL.com, Neopets.com show microsites and 30-second spots on radio Disney support the promotion. In addition, DIC is running advertising through the Tuned-In School Menu targeting 2 million girls ages six to 11.
KOL’s Secret Slumber Party is a three-hour programming block hosted by five girls who sing, act and dance. It airs Saturdays from 8 to 11 a.m. KOL is kid-focused service of AOL that targets six- to 12-year-olds.
DIC Entertainment handles the promotion internally.
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