Teens Stoke Passions with Tabitha and Timmy - Swatch, YM team for soap opera promotion - Brief Article

Brandweek, Feb 12, 2001 by Becky Ebenkamp

While the beyond-camp antics of witch Tabitha and her talking doll Timmy get many adults to slavishly tune in to NBC'S so-bad-it's-good soap opera Passions, YM decided that a promotional tie to the serial's attractive teen cast would be a great draw for its young readers and partner Swatch. Together, they devised a "Swatch n' Win" Valentine's Day contest for the watchmaker's new Amour Total model.

Through an ad in YM, readers were directed to tune in to the soap this week to find out which character was sporting the Amour Total, then answer via mail or a Web site. The contest dangles a trip for two to Los Angeles for a walk-on role and lunch with the soap's stars. Runners-up win Swatch merchandise and copies of Hidden Pussions, Tabby and Timmy's tell-all title (HarperCollins).

"Women are working, and the people flocking to soap operas today are really teens," said YM publisher Laura McEwen. The magazine had a relationship with NBC from previous pair-ups and focused on Passions in particular because of its high-teen content. Swatch McEwen said, was thrilled with the entertainment-linked promo; it'll be the first of many collaborations with YM.

Program: YM/NBC-TV/Swatch watch tie in

Marketer: YM magazine, New York; Swatch Group. New York

Key Players: YM: Laura McEwen, publisher; Nancy Alpert, event mktg mgr;

NBC: Annamarie Kostura, up-daytime programs; Sheraton Kalouia, svp-daytime programs;

Swatch: Janet Cerutti, vp-media; Lee Chan, dir-mktg