OXYGEN GETS PASSIONATE WITH SWEEPS
Out to hype an Addicted to Love Week programming block airing March 10-16, New York City-based Oxygen Media this week breaks a one-month sweeps supported by heavy spot radio and local “speed dating” events.
The national sweeps will be supported with TV spots, print ads, and content on oxygen.com/love. Viewers enter online for a chance to win one of three customized “Passion Bug” Volkswagen Beetles.
On the local level, cable affiliates will run sweeps giving away loveseats, while radio spots will plug “speed dating” events being hosted at a slew of Albany, NY-based For Your Entertainment’s mall stores. The events will put consumers into eight-minute matchmaking chats in the hopes of forming a love connection.
In Dallas, Nashville, and Seattle, partnering radio stations will help host a Spot the Oxygen Bug contest that will deliver clues on-air about the VW’s whereabouts. The first caller providing the exact location wins Addicted to Love merchandise and an FYE gift certificate. New York City-based GEM Group (formerly Vertical Mix Marketing) handles.
