BURBANK, Calif. -- July 11, 2004 -- NBC's "American Dreams" (Sundays, 8-9 p.m. ET) celebrates the past, present and future with a unique corporate tie-in with Campbell's Tomato soup and Scholastic magazine this fall. The partners will present an essay-writing contest for high school students with a grand prize of a $100,000 college scholarship that will be mirrored in a storyline of the third-year drama series beginning in its season premiere on Sunday, Sept. 26 (8-9 p.m. ET). The announcement was made by John Miller, Chief Marketing Officer, NBC Universal Television Group.
The essay contest, starting on August 15 and ending November 30, will ask participants, "How does your American Dream compare to that of your parents"? The contest is open to students from ages 13-18 in grades 9-12 across the country. In the parallel storyline, book-smart high school student Patty Pryor (Sarah Ramos) will enter a similar essay contest.
At the end of the hour, the cast of "American Dreams" will appear in a 30-second spot to encourage student participation. The story thread will continue to weave through additional episodes during the season. The top 10 essayists will be announced on February 6 with the grand-prize winner to be announced on February 11.
"This project demonstrates perfectly how The NBC Agency is working to take branded entertainment to an entirely new level," said Miller. "These co-branded campaigns strengthen our joint investment and maximize impact. We thank our friends at both Campbell Soup Company and Scholastic for sharing this vision and supporting 'American Dreams.'"
In addition to Campbell's Tomato Soup awarding a $100,000 college scholarship to the grand prize winner, that winner and a friend will also have walk-on roles that will enable them to participate in the "American Bandstand" scenes during a future episode. The winner's school will also receive 1,000,000 Campbell's Labels for Education™ bonus certificates. Campbell will also award nine first-prize scholarships of $2,500 and 100,000 Labels for Education bonus certificates to the first-prize winners' schools.
In order to excite teachers and students about the Campbell's "American Dreams" essay contest, Scholastic Marketing Partners, a division of Scholastic, is developing multi-faceted educational materials including in-school and online curriculum for teachers/student magazines and magazine "advertorials" for students, which will be distributed to more than 11 million teens in 60,000 high school classrooms nationwide in September 2004 in time for back-to-school.
The effort adds new meaning to enhanced interactive television and marks the first time that a television program will be wedded to branded entertainment in such a partnership. The campaign includes a cross-promotional effort that projects the creative storyline into real-time activity that allows "American Dreams" viewers to both watch and participate. At the same time, teenagers around the country will be benefiting from an in-school curriculum program that teaches the history of the period while promoting inter-generational dialogue.
"We're thrilled that Campbell's Tomato Soup has partnered with Scholastic to offer us the chance to integrate advertisers in a way that has never before been seen on television," said Jonathan Prince, the series' executive producer. "Because the show's essay contest takes place in the year 1965-66 and parallels the same contest taking place today, we can cross-promote the tradition of Campbell's Tomato Soup at the family dinner table -- then and now. Likewise, Scholastic magazines were used in classrooms back then as well as now. I hope we're making a statement that we at 'American Dreams' and our partners at NBC are eager to find innovative ways to work together in the current marketing climate. The best news is that Campbell's Tomato Soup, Scholastic, NBC and 'American Dreams' can use this creative advertising opportunity to support teens talking with their parents to write an essay that may bring them closer together."
Campbell's Tomato Soup will promote the contest in a variety of ways, including: placement on 42 million labels of its iconic can; print, radio and television advertising; and on a national, free-standing insert scheduled to run in September. Students can enter online, and details and rules can be found on www.campbellsdreams.com (launching August 15).
"This is an exciting opportunity for Campbell Soup Company to showcase our iconic Tomato Soup in an unique manner," said Larry McWilliams, President, US Soup, Sauces and Beverages. "We look forward to partnering with NBC and Scholastic and we are proud to have the opportunity to award a $100,000 scholarship to a teenager, so that they can pursue their American Dream."
"Campbell's 'American Dreams' program will reach millions of teens through Scholastic's unique school network," said Steve Palm, Vice President of Scholastic Marketing Partners. "This fall, high schools around the country will be using this multi- media educational program based on NBC's 'American Dreams' thanks to our partners at Campbell's Tomato soup. Best of all, this program teaches students core skills by utilizing pop culture- a great combination for teens and their teachers!"
Dick Clark ("American Bandstand") and Jonathan Prince ("Wilder Days") are the executive producers. "American Dreams" is from NBC Universal Television.
Campbell Soup Company (NYSE: CPB) is a global manufacturer and marketer of high-quality soup, sauces, beverage, biscuits, confectionery and prepared food products. The company is 135 years old, with nearly $7 billion in annual sales and a portfolio of more than 20 market-leading brands. For more information on the company, visit Campbell's website on the Internet at www.campbellsoup.com.
Scholastic Corporation (NASDAQ: SCHL) is the world's largest publisher and distributor of children's books. Scholastic creates quality educational and entertaining materials and products for use in school and at home, including children's books, magazines, technology-based products, teacher materials, television programming, film, videos and toys. The company distributes its products and services through a variety of channels, including proprietary school-based book clubs, school-based book fairs, and school-based and direct-to-home continuity programs; retail stores, schools, libraries, and television networks; and the Company's Internet Site, www.scholastic.com.
The NBC Agency, founded in November 1999, is a multi award-winning advertising team that made "Must See TV" a household slogan and reinforced the term "appointment television" for NBC programming. It is a unique, full-service advertising agency servicing the advertising and promotional needs of all NBC-Universal owned entities, which include entertainment, news, sports and corporate divisions of NBC as well as the cable, Internet and syndicated properties and brands that the company owns or holds an equity interest in, such as CNBC, MSNBC and MSNBC.com, Bravo, USA, SCI FI, Trio, Telemundo and NBC-Universal Television Distribution.
Last modified on Sunday, 12-Sep-2010 23:22:24 CDT.