Hollywood Branded Secures Verbal,
On-Screen and Online Exposure
Hosted by star Ellen Degeneres, the show features a unique mix of celebrity interviews, chart-topping and up-and-coming musical performances, audience participation games and segments. At the beginning of the show, Ellen is assigned a word that she has to make one of her guests say sometime during her interviews. If they say it, the audience wins a prize. The guest is not made aware about the game, but Ellen usually succeeds in making the guests say the specified word.
What Hollywood Branded Inc. Did:
Our Hollywood Branded division secured multiple verbal mentions and signage exposure for Clarks when Ellen first announces the $100 gift certificate to Clarks for the Mystery Word segment and lets viewers know that she is a fan of the brand. “I wear them almost, basically every day. These are Clarks right here. This is the Desert Boot. I love them, and you’ll love them too,” says Ellen.
Ellen interviews actor Matthew Broderick when she begins playing Mystery Word. Attempting to help him say the word “bronzer” without him knowing, she asks Matthew if he ever won a SAG (Screen Actors Guild) Award. Although he never has, he does mention the material which the award is made of (bronze). Ellen succeeds in making Matthew say “bronzer” shortly after with the crowd cheering in delight.
Clarks receives additional logo exposure and verbal mention when Matthew guesses the Mystery Word. Clarks also receives an Ellen DeGeneres Wardrobe end credit.
To view the segment, go to: hollywoodbranded.net/Clarks-EllenDeGeneres
Clarks also received additional exposure on the show’s official website: www.EllenDeGeneres.com
1) Three separate pages cover the Clarks give-a-way. The first page includes an article entitled Ellen’s Wardrobe, featuring Clarks Shoes where Ellen DeGeneres comments on the Clarks giveaway. “Today I gave everyone in my audience a $100 gift card for Clarks shoes, so I decided to wear a pair today,” says Ellen.
To view this page visit: http://ellen.warnerbros.com/2010/01/clarks-shoes-ellen-wardrobe-0111.php
2) The second page entitled “Will Matthew Broderick Guess The Mystery Word?” features the Mystery Word segment with actor Matthew Broderick in which Ellen manages to make him say the word “bronzer” so that the audience would receive a gift card to Clarks.
To view the video segment visit:
3) The third page to feature Clarks announces the opportunity to win a Clarks gift card from home.
Each day, viewers who sign-up to Ellen’s site will be randomly chosen to win a Clarks gift card.
To view this page visit: http://ellen.warnerbros.com/2010/01/win_a_clarks_gift_card_and_cd.php
Overall Placement Value: $140,760
Audience Reach: 3,891,600
Overall Audience Retention: 3,502,440
Positive Feeling from Placement: 2,010,401
Influenced To Purchase Product: 1,309,913