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Fox Kids promo gives prizes that money just can’t buy

Fox Kids Network in the U.S. is hoping to generate a lot of heat this summer with a quirky campaign to promote the network's Monday to Saturday programming....
July 1, 1997

Fox Kids Network in the U.S. is hoping to generate a lot of heat this summer with a quirky campaign to promote the network’s Monday to Saturday programming.

Fox has partnered with five major sponsors to offer its viewers the opportunity to win seven once-in-a-lifetime experiences. Winners will be randomly selected from postcards mailed to the network.

‘We ran a survey in our Totally Fox Kids magazine that asked kids what kinds of prizes they liked to win,’ says Jennifer Luke, vice president of promotions and sales development, Fox Kids Networks, Worldwide. ‘They wrote that they either wanted to win a ton of stuff or have experiences they could never buy.’

The unique prizes include throwing a pitch at the Major League Baseball All-Star Game, joining the players in a workout and spending a day with L.A. Dodger Mike Piazza.

Fox partnered with Oscar Mayer for the ‘Fox Kids I Spy a Wiener Ride,’ where the winner and a friend suit up in HotDagger flight suits and travel with the Wienermobile to their hometown for a celebration.

Other awards include a two-week trip to visit all four Sea World theme parks, Cabbage Patch Kids dolls every week for a year, and a chance to turn a winner’s bedroom into a Marvel artist’s studio.

‘We’ve tried to be a little edgier in our approach,’ says Luke. ‘The prizes are in keeping with the direction we are taking with Fox Kids.’

Contest partners will also be promoting the contest at event sites and on packaging. Fox is planning to promote the events on local affiliates across the United States, as well as on the Fox Kids Countdown radio show.

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