June 30, 2008

Hallmark’s No Bull Push

Hallmark Channel attempts to horse whip ratings by lassoing viewers for month-long Western stunt.

By Seth Arenstein

The July 4th weekend generally finds Americans spending time away from their TVs. To counter that trend Hallmark Channel will be trying to rope in viewers (literally) from 5 major cities beginning today.

Fortunately this aggressive tactic ties (or hog ties) in with its July 5 original, a western-themed film called A Gunfighter’s Pledge (9pm), starring Luke Perry.

In New York, Los Angeles, Chicago, Atlanta and Boston the campaign will include 20 cowboys in each city for the next 3 days interacting with pedestrians in key foot-traffic spots. In addition to the usual giveaways (stay away from the cow chips, especially if the temperature goes higher than 80 degrees), there also will be classic good vs. bad showdowns, with passerbys deputized as sheriffs. Their badges will feature tune-in information for A Gunfighter’s Pledge.

Cool Hang Luke: Posters like this one will be seen during the week in five major cities to promote A Gunfighter’s Pledge, starring Luke Perry, July 5, 9pm, on Hallmark Channel. The network is showing Western-themed films every night in July at 9pm.

Wild postings will be executed in each of the five cities to create awareness for A Gunfighter’s Pledge in the form of Old West-style WANTED posters (see above) featuring an ink- block likeness of Luke Perry’s character Matt Austin and the phrase, “a sheriff with nothing to lose.” Tune-in information will drive viewers to the July 5 premiere of the movie.

In addition to guerilla marketing tactics, Hallmark Channel will drive tune-in to the movie via a national media campaign featuring cable, radio, online and print ads, as well as local spot buys on broadcast and cable and local radio via news and traffic sponsorships and promotions to support the street teams.

A Go West! sweepstakes will award one lucky winner a trip for two to the Enchantment Resort in Sedona, AZ, including round-trip airfare, deluxe hotel accommodations, spa treatments and spending money. Go West! is tied to the network’s month-long Rough N’ Ready programming stunt. The stunt features western-themed films every night in July at 9 p.m.