Online Sweepstakes Draws Teachers to Web Sites

Company: Odyssey Network

Programs: Merchandise and travel offerings, Sweepstakes

Program Types: Consumer

Program Details: The online sweepstakes, which was used to encourage people to visit the Web site, featured a grand prize trip to Tarrytown, New York, to tour the real Sleepy Hollow. A 30-second spot aired on the network to promote the Web site and sweepstakes. Odyssey's main Web site also carried a banner ad to drive traffic to the film's site. Direct mail was used to promote the site and the film. Information about the teacher's guide appeared in several educational newsletters. A total of 40,000 consumers and cable operators received copies of Odyssey's monthly program guide, which promoted both the film and Web site.

Objective: When Odyssey Network wanted to create excitement about its original movie, The Legend of Sleepy Hollow, it created a Web site and offered an online sweepstakes to attract students and teachers. The Web site for Sleepy Hollow had original content with exclusive companion materials, including behind-the-scenes takes, a film location virtual tour, and interviews with cast members and crew. A teacher's guide was available for downloading.

Results: In the end, the legend of the headless horseman achieved the highest rating of any program aired by Odyssey. More than 10,000 consumers entered the Sleepy Hollow sweepstakes. The Web site also helped generate record traffic on the Odyssey Web site, with more than 386,000 page views, a 30% increase over the previous month. The site attracted 19,920 first-time visitors, and thousands of educators downloaded the teacher's guide.