The Dial Corp. is building off its recent sponsorship of The Apprentice: Los Angeles with an online contest tied to its Renuzit brand.
In the episode, Apprentice candidates created a 60-second TV spot promoting the Renuzit Super Odor Neutralizer. The ads were broadcast in front of a live audience at an AMC theater.
One ad featured a courtroom comedy of a husband on trial for stinking up the family home after a night of poker. The other TV spot showed a working mother who uses the Renuzit product to make a hospital room smell more like home.
Viewers can watch the commercials and vote on their favorite at Renuzit.com. A sweepstakes overlay offers the chance to win a trip to New York. One grand-prize winner gets a trip to the Big Apple, a meet and greet with Donald Trump, a $300 American Express Dining card and $1,000 spending money.
The sweepstakes runs through May 15. Online materials and print ads in Better Homes and Gardens, Redbook, Oprah and Women’s Day support the campaign. EPrize, Pleasant Ridge, handles the contest.
On the site, visitors can find details about Renzuit products and download coupons.
The promotion marks the second of its kind for Dial, which appeared on The Apprentice: Los Angeles in March promoting its Soft Scrub Deep Clean Foaming Bathroom Cleaner product (PROMO Xtra, March 22, 2007).
For more coverage on entertainment marketing
Network
