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March 30, 2009
CableFAXIES Awards—Best Tchotchke: ABC Family for 25 Days of Christmas Office Decorating Kit
For journalists, size matters. And while ABC Family’s 25 Days of Christmas office decorating kit contained a small, white Christmas tree (along with lights and ornaments), the colorful tubular package was large enough to stand out from much of the holiday mail that clutters reporters’ desks. And it’s a tchotchke that keeps on giving, as it can be stored and re-used for years. But don’t take just our word for it. ABC’s The View featured the kit on its air and distributed one to each of its in-studio guests.
Fast Facts:
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Included in the kit for reporters was a seasonal programming guide with ABC Family highlights, although only Scrooge would make journalists work during the holidays.
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Partly due to its promotional effort, ABC Family was the No. 1 basic cable network with total viewers and adults 18-49 during the month of the 25 Days stunt.
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Honorable Mentions:
Big Ten Network for Election Buttons: Big Ten Net mixed a lethal combination — football and politics — and distributed football-themed mock election buttons. Our fave: Michigan’s Happy Maize Are Here Again.
Discovery Communications for Science Channel’s Punkin’ Chunkin 2008: To tout its coverage of the annual pumpkin tossing contest, journalists received delicious pumpkin pies. Fortunately, they were delivered, not catapulted.
International Networks for Bridging Cultures 2009 Calendar: Sometimes the simplest idea is the best, like International Networks’ calendar featuring 12 gorgeous shots of bridges throughout the world.
Vozzcom for Guerrilla Tactics for Trade Show Branding Success: Broadband fulfillment vendor Vozzcom branded itself by distributing cloth bags at cable trade shows. It also insisted that recipients use them to carry other bags and items. More than 95% complied.
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