We’re honoring Scripps Networks Interactive for its uncanny ability to constantly reinvent the sales process and give clients new ways to reach their target markets and demographics through Scripps’ many networks. In particular, three recent campaigns involving Travel Channel and Hilton Garden Inn; HGTV and DIY Network and Quicken Loans; and Food Network and Pillsbury Toaster Strudel impress us.
Hilton Garden Inn’s “Welcome to Your Weekend” campaign encouraged Travel Channel viewers to partake in a weekend stay at Hilton Garden Inn, with a 360-degree program launched with a featured sponsorship of Travel Channel show “Trip Flip” and a no-hassle connection with fun-seeker and Trip Flip host Bert Kreischer, who become a Hilton spokesman of sort in a series of vignettes. It was all part of an exclusive digital partnership that included high-impact units, a custom newsletter, content syndication to Hilton Garden Inn’s digital platforms and a co-branded sweepstakes for a Trip-Flip-inspired getaway that generated qualified leads.
With home ownership in 2014 at its lowest point since 1995, HGTV and DIY Network linked up with Quicken Loans to jointly fulfill their common goal of putting people in their dream homes. The result was Quicken Loans’ strategic sponsorship of the four home giveaways on HGTV and DIY Network, including HGTV Dream Home, DIY Blog Cabin, HGTV Urban Oasis, and HGTV Smart Home. As part of the larger partnership, Quicken Loans also became a major portion of the sweepstakes prize package giving away a total of $450,000 to the winners.
Love toaster strudel? So does the Food Network, which partnered with Pillsbury to tout the addition of “more real fruit” in its strudel product, first with a fruit challenge integration into the “Rachael vs. Guy: Kids Cook-off” program on Food Network, along with a “Street-Ready Fruit Breakfast Challenge” that featured a heated competition of savvy kid chefs and their Moms. In addition to a digital take-over on foodnetwork.com were custom expandable video player units with “kidtestants” features and the RvG:Kids show page sponsorship and custom sweepstakes. Also part of the campaign: An advertorial feature in Food Network Magazine and the on-pack promotion of Food Network’s RvGKids programming on Pillsbury Toaster Strudel packaging in stores across the country.