Shell Featured on Live With Regis and Kelly
Hollywood Branded Secures Ten Episode Sponsorship
with Verbal Mentions & Brand Messaging
Synopsis:

Since 2001, daytime’s dynamic duo, Regis Philbin and Kelly Ripa have hosted their energetic morning show “Live With Regis and Kelly”. With their spontaneous and enthusiastic daily chat sessions and their ability to playfully needle one another, Regis and Kelly bring life to any and every topic as they share their morning coffee with their loyal viewers.

What Hollywood Branded Inc. Did:

Our Hollywood Branded division secured a ten-episode sponsorship for ten separate episodes across a three month period in September-November 2008. Regis & Kelly gave away twenty Shell gift cards each valued at $500. In each of the ten episodes, Regis & Kelly chose a lucky caller to reward the Shell gift card to. Kelly then asked the caller to select an audience member by choosing a number between 1 and 138 (total number of audience members). An audience member was then rewarded with the same gift card. Shell received a total of 10 verbal mentions with Kelly telling the caller, “You and a lucky member of our studio audience will each receive $500 worth of high quality gasoline with a Shell gift card.”

ROI METRICS:

Overall Placement Value: $180,000
CPM: $0.30
Audience Reach: 33,840,000
Overall Audience Retention: 30,456,000
Positive Feeling from Placement: 17,481,744
Influence to Purchase from Viewing Placement: 11,390,544