Hallmark Sets Holiday 'Keepsake Sweepstakes'


Hallmark Channel will tout its holiday programming with the "Hallmark Keepsake Sweepstakes," an integrated promotion with Hallmark Gold Crown Stores backed by $10 million in ad spending.

The campaign — which supports six Hallmark Channel specials, including four original movie premieres — is slated to begin in early November, network executive vice president of worldwide marketing and brand strategy Chris Moseley said.

The watch-and-win sweepstakes will include instant-win prizes redeemable only at Gold Crown stores. In addition, Internet auction site eBay Inc. will offer a tie-in online "Holiday Instant Win Game."

More than 60 million sweepstakes game pieces will be distributed via Hallmark Gold Crown Stores and ads in such magazines as Entertainment Weekly, People, TV Guide
and Us Weekly. Another 84 million virtual game pieces will be available for download from eBay.com and www.hallmarkfortheholidays.com, a site accessible from the Hallmark Cards (
www.hallmark.com) and Hallmark Channel (www.hallmarkchannel.com) Web sites.

Each game piece will include two peel-back windows. One offers an instant-win chance, while a second displays a potential "winning number." Consumers will be asked to watch the six Hallmark Channel holiday events, during which the winning number will be disclosed.

The instant prizes will include a total of 2 million Hallmark Home Entertainment family-movie videos and Hallmark Chocolatier Trio boxes.

The weekly grand prize will be a Dodge Viper (as seen in the original movie Santa Jr.), $100,000 in "cold cash" (tied into the original film Snow Queen) and a "magical" trip to a castle (linked to Hallmark Entertainment's miniseries Merlin), Hallmark Channel said.

Those movies and other specials will air from Nov. 23 to Dec. 21. Other titles will include the original films Silent Night
and A Christmas Visitor, as well as the recently announced special Christmas with Tony Bennett — Behind the Scenes.