7/09/08

HSN ad campaign says ‘come on in’ to its e-commerce site

HSN’s latest TV and print ad campaign is looking to herd new customers to its e-commerce site where they can enter sweepstakes to win prizes including visits, products and services from the shopping network’s celebrities.

Bill Briggs , Senior Editor

HSN’s latest TV and print ad campaign is looking to herd new customers to HSN.com, its e-commerce site, where they can enter sweepstakes to win prizes such as products and services from shopping network’s celebrities.

The cross-platform, multi-million dollar advertising campaign includes TV ads running during high-profile events such as this summer’s Olympic Games and print ads appearing in prominent lifestyle magazines such as Allure and Gourmet. The initiative is part of HSN’s continuing plan to blend its traditional TV marketing channel with the Internet.

HSN’s in-house creative team developed television spots that follow the central theme, “Come on in,” inviting consumers to enter the world of HSN, the company says.

The television campaign will feature spot ads running across NBCUniversal’s networks, including NBC, Bravo, Oxygen and USA Network, and targeted distribution through syndicated shows such as Access Hollywood and Law & Order: SVU. Cross-channel spots provided by the network’s distribution partners also will provide support.

Through partnerships with publishers like Conde Nast, HSN also will run full-page print ads in publications such as Lucky. Both TV and print ads will include a call to action driving consumers to visit HSN.com/comeonin where they can sign up to participate in HSN’s online sweepstakes. HSN is No. 25 in the Internet Retailer Top 500 Guide.

“We’ve tapped into everything that makes HSN special for this campaign,” says William Lynch, executive vice president of marketing, content and HSN.com. “We’re combining the considerable draw of our expert personalities like Iman, Nate Berkus and Emeril and recognizable name brands like Dyson and Gateway with an extraordinary online promotion that invites consumers to ‘come on in’ and check out the best of what HSN has to offer.”

Eight major sweepstakes prizes include dinner for two in New Orleans with celebrity chef Emeril Lagasse at three of his restaurants; one winner receives a room makeover with design expertise and $5,000 in merchandise from interior designer Nate Berkus during a consultation in New York; and one winner and three of her closest friends will travel to New York for a few days of pampering at a spa, and accommodations, all sponsored by Allure magazine.

In addition to the main prizes, online shoppers have an opportunity to instantly win $50,000 in HSN gift cards, including a $10,000 gift card, and thousands of free shipping & handling and 10% off coupons.

Topics:

business, business finance, Home Shopping Network, marketing, Technology Internet

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