Right Guard, Schwan’s Tie-in to ‘Celebrity Apprentice’
Brand marketers including Right Guard, Schwan’s and Chicken of the Sea have signed on as the latest sponsors of the NBC reality show “The Celebrity Apprentice.”
Similar to last year, 16 celebrities will compete to raise money for their favorite charities. They must complete various tasks to avoid being fired by real estate mogul and executive producer Donald Trump.
It’s the second time NBC is using celebrities as show contestants. This year’s roster includes Clint Black, Andrew Dice Clay, Annie Duke, Tom Green, Natalie Gulbis, Scott Hamilton, Jesse James, Claudia Jordan, Khloe Kardashian, Brian McKnight, Joan Rivers, Melissa Rivers, Brande Roderick, Dennis Rodman, Herschel Walker and Tionne Watkins.
“The Celebrity Apprentice” returns at 9 p.m. March 1 on NBC.
Other sponsors include telecommunications services seller A.C.N., All Small & Mighty, Lifelock, Zappo’s and Kodak, a returning sponsor. It’s the first time in “Apprentice” history that a sponsor has returned for back-to-back seasons.
This year, teams will help promote digital picture frames for Kodak by creating a “red carpet moment” for average consumers. The episode, which is expected to air later this season, will include a consumer promotion, but Jeff Hayzlett, Kodak’s chief marketing officer, remained mum on the details.
“We will have some cross promotion,” he said. “It will be a great promotional tie-in.”
Last year, the company used its appearance to promote the Kodak Easyshare All-in-One printer. During the episode, teams created and operated a mobile printing station using the printer. As a result, Kodak saw a “doubling” of printer sales within a week after that episode ran, Hayzlett said. Overall, the company reported a 32% lift in sales from the tie-in, he added.
“We had a good activation and good integration into the show,” Hayzlett said. “Not to mention, [the tie-in] was entertaining. It was one of the greatest marketing successes with product placement.”
And Hayzlett expects like results with the new tie-in. “We intend to see something similar with this season,” he said.
Other brand-sponsored tasks include baking and selling cupcakes on the streets of Manhattan, running a New York City hotel and creating an in-store display.
Dozens of marketers have used “The Apprentice” as a vehicle to launch new products or debut new marketing campaigns. Procter & Gamble’s Crest rolled out its Vanilla Mint toothpaste during season two. The day the show aired, P&G captured 4.7 million Web hits, the highest level of online interest, the company said. In addition, more than 40,000 samples of toothpaste were requested.
Pontiac, for instance, sold 1,000 Solstice cars it debuted in 41 minutes after its episode ended. And in season five, Ace Hardware stores reported a 13% sales increase the week following its appearance.
Other marketers featured on the show over the years include Unilever, Pepsi, M&M Mars, Lexus, Star Wars, Microsoft, Outback Steakhouse, Priceline.com, Dove, Dairy Queen, Burger King, Domino’s Pizza, Best Buy, The Dial Corp. and Vera Wang by Serta.
