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whooped up ratings of film show
WANTED
Hftfir
A WINNER FOR THE "26 MEN" CONTEST
To Appear In A Coming '26 MEN TV SHOW
Contest Winner Will Receive:
Round trip lo: two to Phoeru». At;-ona aboard a hucurioua AMERICAN AIR LINES DC 7 ! :
2 A n oil expense vacotion (or two ! . SAFARI HOTEL :n Scoltsdale it s the winter home ot the Red Sox
3 And will be filmed .n costume on authentic western location foi a comina episode ot 26 Men "
HERE'S HOW YOU CAN WIN (OVER PLEASE)
HUMAN INTEREST via contest was way Hood Dairy stirred up new interest in syndicated show. Ad mgr. Paul Eaton and winner figure in doings
• Stations. The five stations started the contest rolling b) putting up a local framework: running on-the-air promotions with slides and on live personality shows. Thev also arranged for newspaper publicity. Moreover, each station handled its own mail, screening the entries and submitting f i \ e finalists to an independent judging outfit for the usual character check and final decision. Due to variations in the tv markets, it was agreed that no "mail pull" count would l»c involved. (Stations were: WBZ-TV, Boston; WHYN-TV, Springfield. Mass.; WCSH-TV, Portland. Me.; \\ TIC-TV. Hartford: WJAR-TV, Providence.)
• Client and agency. \ filmed contest "adapt" was prepared for commercials of 26 Men for all stations participating in the promotion. A bottle hanger point-of-sale piece i see picture above) was developed and distributed 1>\ Hood Retail milk routemen. Details of the coming trek
tt> Arizona for filming the winners was worked out.
• American Airlines. In addition to arranging the round-trip transportation for the five winners, client and agency personnel, the airline prepared additional promotional material for distribution on the milk routes.
• Safari Hotel. The hotel in Scottsdale. Arizona, where the 26 Men cast and crew encamped provided accommodations, meals and publicity.
• Russell Harden Productions. The job of finding safe, foolproof ways of integrating the five contestants into the extra ranks was up to Hayden. U$C Film, the syndicator, worked with Hayden on entertainment for the w inners.
The local emphasis of the five contests increased the complexity of things once the contestants were in Arizona. Photographing winners in action had to be worked out on an individual basis because local rather than regional publicit) was the aim.
"The tremendous amount of newspaper space which the local winners racked up, says Nicholaus, "made the promotion pa) * > IT publicit) -w ise.
In the area of mobilizing (\ station support, ad manager baton estimates 10 to 60 promotional plugs were aired 1>\ each of the five station during the three week of the contest. Plent) of newspaper promotions came along.
As for -ponsor recognition. Nicolaus note that 209i "' the entries mentioned the Hood name. This correlates \'i\ well, be says, with the !!.V , recognition for Hood that the 26 Men sponsor ^"t in an earlier questionnaire.
Client and agenc) feel that the identification question so common!) raised with Westerns has been licked for them. This i particular.) important for Hood because "t the complexit) of it marketing picture the ver) fa< t"i that bi ought Hood into t\ programing. ^
SPOV-OK
]() MAT? 1959
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