Shop 'Til Ya Drop

Brandweek, August 7, 2000 by Sandra Dolbow

HSN's NFL Shop Nets TV, Stadium Tour

Home Shopping Network is putting $8 million behind an off-air marketing blitz to promote NFL Shop, its biggest partnership to date, backed by a four-month flurry of advertising, Super Bowl trip giveaways and a traveling truck series at stadiums.

The TV retailer, which linked with the NFL in April, will offer a live broadcast of NFL Shop at 8 p.m. (ET) from ABC's Monday Night Football stadiums across the country to flog exclusive NFL merchandise, apparel, home items and autographed memorabilia. Ten of the 17 shows will be broadcast live from the field, with players warming up and fans entering stadiums as a backdrop. QVC broadcast the show the previous seven years.

"We got the business because we are doing special things that were never done before," said Paul Guyardo, HSN evp-marketing. Among them: TV and print ads, a Shop & Score sweepstakes, a traveling truck tour at stadiums and affiliate incentives to draw new customers while entertaining and providing variety for HSN's core fan base.

Two 30-second promotional TV spots, produced in-house, began in July and will run through year's end on HSN and ESPN, USA, TBS, TNT CNN and beyond. Kirshenbaum Bond & Partners, New York, handled print ads and media buys, and will do future TV spots.

The print ads, breaking Aug. 8 and running throughout the season, tout HSN's exclusive merchandise in NFL Insider, TV Guide and People. One ad shows a Troy Aikman autographed helmet with copy that reads: "Only agents, players' wives and certain cheerleaders have better access to NFL merchandise." Another shows three "Big Guys" watching a game with their bellies exposed; on one belly is a big "H"; on the next, a big "S"; and on the last, a big "N."

A Shop & Score sweepstakes, with a $25,000 trip to Super Bowl XXXV in Tampa, Fla., has landed Joe Namath as spokesperson. Consumers who make any purchase on HSN from Aug. Ito Dec. 25 are automatically entered to win; weekly winners net merchandise.

HSN Experience, an 18-wheel interactive truck, will visit each stadium for the Monday night game and two guerrilla events per city each week. Fans will be able to see and order merchandise via HSN.com on terminals inside the truck, or take a "Look Like a Pro" photo. Other features: NFL memorabilia, interactive games and huge external monitors which will broadcast the show and other football footage.

Internally, some 3,000 HSN employees will get two $15 gift cards each to encourage them to shop and spread buzz. Delivery trucks that move 34 million packages a year will carry ads on their sides, backs and tops.

An incentive contest encourages HSN affiliates to unload available media inventory and provide subscriber lists, awarding points each time they air HSN's NFL promo spots. Grand prize is a $25,000 NFL-themed weekend party package and two tickets to the big game; lesser prizes include $10,000 parties, or $5,000 in HSN merch. Just for playing, affiliates receive NFL goodies valued at $2,500.