OPRAH'S SUMMER GIVEAWAY SWEEPSTAKES by HARPO STUDIOS for THE OPRAH WINFREY SHOW

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OPRAH'S SUMMER GIVEAWAY SWEEPSTAKES

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market United States
Agency HARPO STUDIOS
Art Director Melissa Von Bjal
Released May 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: THE OPRAH WINFREY SHOW
Product/Service: TV SHOW
Agency: HARPO STUDIOS
Date of First Appearance: May 22 2009 12:00AM
Entrant Company: HARPO STUDIOS, Chicago, USA
Writer / Producer: Jennifer Mccarthy (Harpo Studios / Inc.)
Creative Services Director: Keisha Mcclellan (Harpo Studios / Inc.)
Art Director: Melissa von Bjal (Harpo Studios / Inc.)
Graphics Artist: Dan Wulfing (Harpo Studios / Inc.)
Senior Supervising Producer: Liz Kozak (Harpo Studios / Inc.)
Senior Supervising Producer: Megan Mitchell (Harpo Studios / Inc.)
Executive Director Creative Services/Development: Jon Sinclair (Harpo Studios / Inc.)
Assistant Creative Services Director: Kathleen Penny (Harpo Studios / Inc.)
Media placement: Television - Television Affiliates - 22 May 2009
Media placement: Print Advertisement - O Magazine - 01 May 2009
Media placement: Online/Internet - Oprah.com & YouTube.com - 22 May 2009

Describe the objective of the promotion.
During the summer months, The Oprah Winfrey Show is on hiatus from production. During this time, we tend to re-air shows from the current season. In order to keep our viewers watching through the reruns, a sweepstakes contest was created. Every weekday, viewers watch the show and look for the word of the day. They then visit our website, Oprah.com, to enter the word that appears on the screen. The viewers have a shot at winning daily, weekly and are even eligible for the Grand Prize. The more viewers watch and enter, the more chances they would have to win.

Describe how the promotion developed from concept to implementation
The concept was to use a promotional stunt like a sweepstakes contest to assist in maintaining viewership and ratings through our summer months. We implemented this concept by working with sponsors to secure the prizes that would be made available to viewers who entered the sweepstakes and won. We got the message of the contest out through heavy promotion using print media, in show television promotion, posting the promo and contest rules on our Oprah.com website and airing the promotional video on YouTube.

Describe the success of the promotion with both client and consumer including some quantifiable results
Normally, our ratings can be low during the summer months because The Oprah Winfrey Show is on production hiatus and will re-air shows from the season. This summer sweepstakes promotion kept our ratings from dropping super low, which made the affiliate TV stations who air our show very happy AND most importantly, gave our loyal viewers a chance to win BIG!

Explain why the method of promotion was most relevant to the product or service
By using print, television and online forums, we were able to blanket the market with the promotion of our summer sweepstakes. Viewers of The Oprah Winfrey Show consistently get their information from various media outlets. Whether they saw a print advertisement or they were browsing our YouTube channel, they were made aware of this very fun summer sweepstakes that was taking place from June through August 2009.