The clock’s ticking on a 24-day online sweepstakes designed to promote the first syndication run of the hit TV series “24.” Online agency Geary Interactive and strategic marketing firm L.A. Promotion Development teamed to produce the project.
The sweepstakes’ home is a site, at 24sweepstakes.com, that takes on the look and feel of the show’s “Counter Terrorism Unit” (CTU) to draw in visitors. It features video clip-based trivia, a target practice game, and a viral campaign that prompts visitors to recruit friends by sending one of four postcards.
“We wanted to maintain the look and feel that was currently being used to promote the show,” Geary Interactive’s art director, Sam Hubbell, told ClickZ News. “The direction we were given was pretty much to use existing creative used for the show; print campaigns, billboards and stuff.”
Each day, viewers will be asked to answer trivia questions about video clips from season one. Correct answers qualify players for the sweepstakes which a daily prize of $24,000. Additional prizes include one plasma TV and twelve home theater systems.
“The goals were to generate as many leads as possible,” said Hubbell. “It was to build the fan base for the show ’24.'”
A media buy handled by L.A. Promo will include point of purchase displays, radio, TV spots and commercials, but no additional Web advertising. The spots will promote the sweepstakes site.
The site received thousands of visitors in the first two days after launch of the month-long campaign, the companies said.
Earlier this year Geary and L.A. Promo formed a strategic partnership to jointly produce promotions targeted to entertainment products. Previous campaigns include one for the syndicated “Malcolm In the Middle,” which generated over 300 million impressions, worth a reported $15 million in media value.
While the message will have to change, the site may have a home after the duration of the sweepstakes.
“I’m pushing for having a location for it, or molding it into somewhere else that’s not so geared toward a sweepstakes,” said Hubbell. “To archive the [sections of the site] so people could go and answer the questions just for fun.”
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