Home Depot Builds Showtime Tie-In


Showtime Networks Inc. announced Tuesday that it will link with The Home
Depot Inc. on its first-quarter acquisition-marketing campaign, due to run Jan.
27 through April 30.

Consumers who subscribe to Showtime in that promo period will get $50 gift
cards good at any Home Depot store or Expo Design Center.

Showtime found in a recent test that the gift cards "generated an extremely
high response rate, well above standard cable offers," senior vice president of
marketing Geoff Rochester said in a prepared statement.

"Over the past year," the onetime Comcast Corp. marketing executive added,
"we've been taking our acquisition-campaign strategy in a new direction, working
with high-profile brands and offering high-value overlays."

Showtime will support the promotion with direct mail, door-hangers,
telemarketing and point-of-sale displays. There will also be a Hispanic

During the promo span, the network said its programming will include such
theatricals as Vanilla Sky, Jimmy Neutron and When We Were
, as well as such original movies as Good Fences and
Deacons for Defense and series like Queer as Folk, Soul Food
and Penn & Teller: Bullshit!.