Sony in Another ‘King’-Sized Promotion

LOS ANGELES Sony Pictures Television said it has formed marketing partnerships with Kellogg’s and Cendant Properties to promote the Sept. 15 off-network national syndication launch of the comedy series, The King of Queens.

The Kellogg’s promotion begins in August and features The King of Queens branding on approximately 4 million specially marked packages of Pop-Tarts Pastry Swirls. It encourages consumers to watch the show in syndication and offers a King of Queens DVD with proof of purchase.

Kellogg’s, which is based in Battle Creek, Mich., will support the promotion with up to 12,000 point-of-purchase displays in stores nationwide. The promotion was created by SPT’s marketing unit in Culver City, Calif., on behalf of The King of Queens and Brigandi and Associates in Chicago on behalf of Kellogg’s.

The promotion with Cendant, which owns the Days Inn International hotel chain, will run from September through December and will feature The King of Queens branding in more than 2,000 Days Inn locations in the U.S. As part of a sweepstakes offered by DaysInn.com, consumers will have the chance to win a trip for four to Los Angeles to see the filming of an episode. Sweepstakes prizes also include 25 Days Inn Weekend Getaway packages and 50 Sony DVD players.

To tout the promotion, Days Inn will have The King of Queens-branded collateral, including counter cards, key card holders, front desk carousel inserts, toppers and change mats, in-room tent cards and exposure on DaysInn.com. There will also be a direct e-mail campaign sent to more than 1.2 million consumers. This promotion was created by the marketing units at SPT and Cendant Properties in Parsippany, N.J.

Including the deals with Kellogg’s and Cendant, SPT has now formed three national promotional alliances for the off-network launch of the show. In June, SPT launched a “King-Sized Adventure” sweepstakes with Pinnacle Food Groups and its Swanson’s Hungry-Man Dinners.

The estimated media value of the three promotions is $12-13 million, according to a SPT representative.

The King of Queens is entering its sixth season on CBS in September. It will run in syndication on 200 stations, including Fox stations WNYW-TV in New York, KTTV-TV and KCOP-TV in Los Angeles, and on independent WCIU in Chicago.