The Style Network is looking to clean up this spring with its Clean House series. The network will leverage the show's popularity into a tidy affiliate relations campaign that will allow participating systems to select the local products they want to link to the promotion.
This is the second year Style has run the "Clean House Messiest Home" incentive, and there are some new wrinkles this time around, accord-ing to Comcast Entertainment Group senior vice president of integrated marketing Stephen Earley.
For example, this year, systems can opt to redeem the points earned per the number of cross-channel promotional spots they run, for products such as home electronics that can be used as prizes for locally crafted sweepstakes. Those prizes would be in addition to the overall campaign sweepstakes, where a subscriber in one participating system will win a complete room make-over by the show's design guru, Mark Brunetz.
Local systems may also decide to use those prizes as employee or advertiser incentives instead of as a sweepstakes prize.
Earley said Clean House, which debuted in 2003, has "earned equity while it's been on the air." During its run, it has been the network's second highest-rated show, garnering an average 0.43 household rating and a 0.34 rating with women 18 to 34, according to network officials. That trans-lates to an average of 300,000 viewers.Style's top ratings were earned by the reality skein Ruby in its first season, with a 0.48 household rating.
Style anticipates signing up to 150 affiliates for the campaign. Those joining the effort will receive spots featuring Clean House cast members promoting products from video on demand and high-speed data connections to digital video recorders. New this year are spots touting high-definition service.
"That clutter really pops" in the HD spots, Earley quipped.
Six of the systems that participated last year are getting the benefit of local promotions of special episodes of Clean House, Earley said.
For instance, while the show was filming in Hawaii, affiliate Time Warner Cable was able to schedule a "meet and greet" with cast members at the site of a local long-time advertiser, a furniture store. Earley said hundreds of viewers showed up at the retailer to have their pictures taken with host Niecy Nash and others from the show.
Additionally, Time Warner was promoted within the episode: Its products were installed in the made-over home as amenities provided by the show. This product placement is also part of the other five special episodes, filmed in markets including San Diego, Baltimore, Las Vegas and Atlanta. If a local system is focusing on telephony sales or increasing penetration of high-definition, for example, those prod-ucts are installed during the show.
In another affiliate system, St. Louis, cast members visited a local Charter Communications call center as an employee perk. Cast members also filmed spots announcing they were filming in the community.
Systems that wish to participate must sign up between April 1 and May 27 and agree to run at least 300 on-air spots between June 10 and July 1 to promote the Clean House: Search for the Messiest Home in the Country, which debuts July 1.