DIY Helps TWC Nail Down Furniture Store'House Crashers' draws a crowd and increases exposure 10/03/2011 12:01:00 AM Eastern
Scripps Networks Interactive recently helped
Time Warner Cable draw a crowd and convince
a major Southern California retailer to advertise
A number of SNI’s DIY Network series travel around
the country performing home makeovers. SNI’s affiliate
marketing department sometimes pitches operators on
show tie-ins to boost their promotion and ad sales efforts.
Time Warner Cable was trying to sell Mathis Brothers—a big furniture retailer that had advertised only on broadcast—and called SNI, which had been pitching the operator.
“We knew there were a lot of shows that were coming
through the L.A. market and we wanted them to keep
us on the radar,” says Desiree Rollins, VP of affiliate marketing
for SNI in Los Angeles. “We got the call because
we were on the radar.” And DIY was able to deliver Josh
Temple, host of the network’s House Crashers.
DIY filmed for two days at the Mathis Brothers store
in Ontario, Calif., in August. On the first day, Temple
ambushed an unsuspecting shopper whose home will
be remodeled on the show; on the second day, cameras
captured a crowd of 1,000 consumers after Time Warner
Cable used cross-channel spots to promote that Temple
would be at the location, looking for a family whose home
would get the House Crashers treatment.
“There was a line out the door, so it drew a really large
crowd for Mathis Brothers that day,” says Molly Stone
Cody, the SNI account exec who works with Time Warner
As a result, Mathis Brothers is now advertising on Time
Warner Cable, and the MSO will step up marketing for
DIY, especially when the Mathis Brothers episodes air in
the first quarter.
Mathis Brothers had been a high-priority corporate target
for Time Warner. “It was a pretty big deal internally
that they were able to close the deal,” Rollins says. “They
landed a big fish, and there could be more to come.”
SNI benefits as well, Rollins adds: “It’s a very large market
so it definitely raises the profile of DIY.”