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BY ANDREA FIGLER
In an effort to make the most out of its exclusive broadcasting rights to the NBA All-Star game Feb. 9, TNT plans to run a new promotion through Jan. 12 that attempts to bridge the gap between local and national advertising.
The promotion offers a sweepstakes to Time Warner Cable subscribers in 15 markets nationwide, giving a weekend trip to the All-Star game in Atlanta to a winner in each local market. Then, the finalist gets the grand prize of a 2003 Jeep Liberty, since Jeep is the national sponsor of the game.
This national tie-in gives Time Warner ad executives an opportunity to sell advertising to their local auto dealers, explains Jennifer Reichenbach, VP of national accounts marketing for Turner Network Sales.
The promotion also tries to make the most of online advertising and marketing. It uses a website for the sweepstakes itself that can be accessed via links from TNT, the NBA or a local auto dealer's websites.
?This is something we're doing on a customized basis,? Reichenbach says. ?This is more of a lab, a test element.?
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