Applebee’s Has Eye On Hallmark Telefilm
Restaurant Chain Is First Sponsor Of Net’s ‘Watch With Me’ Initiative
By Multi Channel News Staff -- Multichannel News, 10/17/2007 2:49:00 AM
Applebee’s is watching the Hallmark Channel.
The chain, which bills itself as the neighborhood grill and bar, has signed on as the first advertiser for the network’s “Watch With Me” public affairs initiative, as the company will sponsor a special encore airing of the channel’s original telefilm, The Reading Room Oct. 29 from 9 p.m. to 11 p.m. (ET/PT).
Additionally, Hallmark Channel has teamed with Cable in the Classroom on a special Watch With Me multi-dimensional presentation of its original movie You’ve Got A Friend, starring John Schneider, scheduled to air Oct. 23 from 9 p.m. to 11 p.m. (ET/PT).
Hallmark officials say the Applebee’s deal, terms of which were not disclosed, was fashioned because the chain’s neighborhood messaging has affinity with the film’s plot line centering on a man, portrayed by James Earl Jones, opening a residential community reading room.
The Watch With Me airing of The Reading Room will be supported by customized Applebee’s on-air interstitials and a specially designed microsite, according to Hallmark. Throughout the movie, the interstitials will direct viewers to www.hallmarkchannel.com find out more about Watch With Me initiative, Applebee’s and the importance of gathering in the home together. Interspersing clips from the film, the segments will also feature Applebee’s neighborhood messaging and present topical questions relevant to the movie’s theme. The microsite features family discussion topics, lessons and activities, including instructions on writing a story and building a book, ideas for family reading time, and links to associations that support reading and mentoring, such as Reading is Fundamental and Community For Youth.
“We’re thrilled about Applebee’s sponsorship of ‘Watch With Me’,” said Bill Abbott, Hallmark Channel executive vice president, advertising sales, in a statement. “As the leading provider of family-friendly content we offer our advertising partners a quality environment in which to platform their products and core values.”
To further support the network’s Watch With Me initiative, Hallmark Channel has teamed up with Cable in the Classroom on a co-branded microsite featuring family viewing discussion topics, lessons and activities, recipes, and links to popular organizations for mentoring America’s youth, including Boys & Girls Club of America and Big Brothers Big Sisters.
The network alsodonated DVDs of You’ve Got A Friend to the organization to distribute to educators interested in viewing/teaching the movie in their classroom. To obtain a free DVD educators should email video@ciconline.org. As it does for its monthly CIC movie presentations, Hallmark has also created an educator’s guide revolving around the themes of the movie, available for free download at http://www.hallmarkchannel.com/publish/consumer/home/educator_guides.html.
Cable in the Classroom has also posted information about the telefilm airing on its Web site homepage and a link to reach the specially designed microsite at http://www.ciconline.org/hallmark
No related content found.
VIEW ALL GALLERIES
