Showtime Serves Up Sweet Promotion

Showtime Networks is tapping into consumers' love of indulgent sweets in a fall promotion with Häagen-Dazs ice cream.

The premium network is giving out a year's worth of Häagen-Dazs ice cream when new subscribers sign up for Showtime service.

Subscribers who submit three months of cable or satellite bills will receive a coupon book for 12 pints of ice cream — a pint per month. The promotion launches in October and runs through December.

The promotion represents “a great moment of escape and indulgence — watching television and eating ice cream,” says Rick King, VP-promotions and partnership marketing, Showtime.

“We're always feeling out all kinds of partners,” he adds. “Showtime is trying to team up with brands that are perceived by consumers as being at the top…if not on the cutting edge of some aspect of culture today.”

Teaming with the ice cream maker is an ideal fit, King says. Marketing research placed Häagen-Dazs in the top tier for consumer respect and interest in such an offer.

Affiliate cable and satellite systems will support the campaign with TV spots. The network has secured between $3 million to $6 million of media value for the promotion, King says. Affiliates will also drop 3 to 5 million direct mail pieces that can be customized by the cable or satellite provider, he says.