(Promo) An online sweepstakes to win a wireless Hewlett Packard Pavilion home computer system will help boost the off-network launch of “The Bernie Mac Show.”
The effort is part of an over $7 million effort by Twentieth Television to promote the sitcom, which began airing in syndication around the country on Monday.
On-air spots will direct viewers to enter the School’s Back and So Is Bernie Mac sweepstakes beginning Sept. 19 at http://www.BernieMacShow.com.
The top winner will receive a Hewlett Packard Pavilion home computer system with two CPUs, a dv10000 series notebook, two 23-inch flat panel monitors, a Photosmart digital camera and portable photo printer, a Scan jet Scanner and a Photosmart 8250 printer. Secondary prizes include Bernie Mac back-to-school and work backpacks loaded with PDAs and show merchandise. A radio promotion targeting the top 20 markets rolls out Sept. 19-26. Grand-prize winners in each market will get an Apple Photo iPod and be automatically entered to win the Hewlett Packard grand prize in the national sweepstakes, which runs through Sept. 30.
To build buzz around the series, guerilla-style marketing tactics — including aerial banners over popular beaches in New York and Los Angeles — began Labor Day weekend. In addition, street teams distributed 13,000 Bernie Mac branded beach balls and 30,000 tune-in palm cards.
“This is an opportunity to build on the existing brand,” said Susan Kantor, senior VP-marketing and creative, Twentieth Television. “With a promotion like this, we hope to reach the fans. We want to touch viewers in several different ways. It’s a very effective way to go.”
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