NEW YORK Toys "R" Us will launch an integrated campaign on Sept. 28 supporting a new alliance with the NBC game show Deal or No Deal when the program's host Howie Mandel will make a personal appearance here at its Times Square store.
Licensing agency JTMG, Danville, Calif., brokered the partnership between the retailer and Netherlands-based Endemol USA, producer of the show.
An integrated marketing campaign will tout the promotion via 30-second TV spots and a teaser campaign airing on NBC and cable stations across the country and circulars running in 140 newspapers from Oct. 1-28. A retail version of the game dangles a $1 million jackpot and other prizes including an Xbox 360, MP3 players and Toys "R" Us gift cards.
Consumers play the game by bringing game pieces appearing in the circulars to any Toys "R" Us location, where they will select either the "Deal," an automatic 10 percent discount on any one item, or take their chances and choose "No Deal," trying their luck on a prize. If the briefcase comes up empty, customers still receive an in-store discount.
In addition, Deal or No Deal merchandise such as interactive DVDs and board, card and electronic games will be featured in stores.
Young & Rubicam in New York is the client's lead agency. Y&R spent more than $100 million in measured media last year, but only $10 million in the first half of 2006, per Nielsen Monitor-Plus.