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Vid-E-O, a picture version of Bingo
based on tv stars, helps build supermarket traffic
while plugging network shows
Willi tv game
(2) The player matches the pictures on her card with those reproduced in the supermarket's local
I newspaper ad each week, checking . off her card every photo that's rej produced in the ad. When she has ' matched five photos in a row —
down, across or diagonally — she
becomes a winner.
(3) Continuity is achieved by featuring one game each week, with the participating market required to sign for an eight-week minimum. As many as 72 different versions of the playing card are issued for each game, with the local supermarket bearing their cost (about $10 per thousand).
(4) Because the master card, against which the player checks her own entry, is shown only in the supermarket's advertisement, it encourages readership of store advertising. And, as noted, the game's relationship to network programing encourages tv listening, as well as radio-tv advertising by the local store.
(5) Prizes are listed on the reverse of each entry card, as they apply to that card. For example, winning with the top line horizontally (ABCDE) may pay off with $100 cash, while the fourth line vertically fDTNSX) may yield only $5. Winners claim and receive their awards by mail. Cost of the prizes is included in the fee that parNovember 16, 1964
ticipating supermarkets pay for the game.
This "spectacular new approach to building supermarket customer traffic," as its promoter billboards it, is the concept of John Heikes & Associates Inc. Although Vid-E-O is its first tv-related venture, this Los Angeles company is a specialist in creating supermarket and game promotions, has recently completed one for Marathon Oil. VidE-O has just been released for subscription and Heikes, himself (see cut), is currently on the road promoting it.
In addition to the Detroit edition of the game (in which NBC did not supply the promotion that it currently does), Vid-E-O has been placed in these tv markets throughout the Southeast: Augusta, Savannah, Charlotte, Columbia, Greensboro, Charleston, Columbus, Albany, Macon, Atlanta, Durham, Washington (N.C.) and Mobile.
Sponsoring it are the Colonial Stores and their subsidiary chain, Alber stores, for a total of some 250 outlets, and the Del Champs organization, 32 stores.
The result, says an NBC spokesman, already has been "oodles of extra promotion" for network sponsors. And the prediction, as game-man Heikes makes his way across the nation, is assuredly for oodles more. ♦
Heikes to NBC affiliates via cloised circuit.
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