Fuse’s "Wanna Be a VJ?" promotion tour -- involving Guess? Inc. retail stores
and "advertorial" support from Jane magazine -- has drawn Comcast Corp.
as an affiliate partner in three markets.
The eight-market tour will tout Fuse’s signature show, IMX, the
Interactive Music Exchange, with a VJ search as its focal point. All told,
the hunt will be supported with promotion valued at $500,000, a spokesman
AMC Networks vice president of affiliate marketing Cynthia Carpenter said
Cablevision Systems Corp. and Time Warner Cable are the affiliate tie-ins on the
tour’s first stop, at the Guess? store at Manhattan’s South Street Seaport Oct.
4. Cablevision will promote its Optimum Online service, while Time Warner touts
Road Runner, she said.
Comcast will participate in Chicago Oct. 9, Dallas Oct. 11 and Denver on the
tour’s finale Oct. 30.
Jane VP and publisher Eva Dillon said she acted as matchmaker, bringing
Fuse and Guess? together because of their similar demo targets -- both appeal to
12- through 34-year-olds.
She added that the October issue contains an advertorial on the casting-call
promotion, and Jane’s February edition will carry an article in which the
winner describes the experience. Jane’s Internet site (www.janemag.com) will also plug the
The affiliates’ own Web sites will carry a link to a special site, where
consumers can get promotion details and see event footage.
Dillon said the winning VJ tryout will get a trip to New York for an
appearance on IMX, complete with Guess? wardrobe. Fuse will also mount a
tie-in sweepstakes in which its viewers, Guess? shoppers and Jane readers
can enter to win other prizes.
Also last week, Fuse announced a linkup with the Tower Records retail chain’s
in-store promotion, "The Next Big Thing," which started Sept.