TBS and Baskin-Robbins are getting together for a cross-promotion called “31 Days of Funny,” kicking off July 1 and is the first promotion that ties in a brand with TBS’s year-old “Very Funny” prime time lineup of syndicated comedy programming, which includes Everybody Loves Raymond, Friends and Seinfeld.
Baskin-Robbins will promote the TV shows in its 2,700 U.S. stores with P-O-P and an instant scratch-off game, while TBS promotes the QSR with co-branded spots and an online sweepstakes.
“This promotion will drive home the message of levity and fun for our lineup and get us some great exposure for the network off-channel,” Chris Eames, senior VP-Turner Entertainment and Sports Ad Sales, Sponsorship and Marketing, said. “It’s great to have reminders of our network off channel as well as on channel, and we think Baskin-Robbins in an environment that it will work in.”
TBS’s on-air creative features two co-branded advertisements centering on the “31 Days of Funny” promotion, sponsored by Baskin-Robbins. The first will feature “very funny” clips from popular TBS comedies and movies, while the second will drive viewers to TBS.com to enter the sweeps.
The grand prize is an Everybody Loves Raymond family adventure to a Florida theme park. The first and second-prize winners get respective opportunities to shop like the cast of Friends at the hottest spots in New York City, or a Seinfeld-inspired trip for two to The Comedy Festival in Las Vegas this November. Lesser awards include ice cream-themed prizes such as Baskin-Robbins treats for a year.
Baskin-Robbins will promote the partnership in-store with co-branded counter cards and door clings. Consumers will also receive scratch-off game pieces, created in the spirit of TBS characters and their quotes, to find out if they win an ice cream prize.
“We’re really excited about the promotion,” Allison Wallach, director of brand marketing for Baskin-Robbins, said. “It’s a great fit for what our brand is all about, and we will benefit a lot from the increased exposure on television and the TBS Web site.”
TBS also benefits from the in-store exposure because the P-O-P and scratch-off game drive consumers to the cable network, Wallach said.
“It’s a great two-way street,” Wallach said. “Our customers get a chance to win some great trips from TBS, and TBS drives traffic to our stores.”
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