SCA Latam to Launch Brand-Sponsored Million-Dollar TV Game Shows in U.S. and Canada

“SCA Promotions, the world’s leading provider of promotional risk coverage for contests, games and events, and Argentina-based Entertainment Production Group (EPG), which was named Media Innovator of the Year by Advertising Age for its brand-sponsored TV game shows, has announced the formation of SCA Latam to bring the game show concept to brands and agencies in the United States and Canada.

SCA Latam’s big money game show promotions enable brands to drive consumer behavior on a mass scale by giving consumers the chance to play for a million dollars or more on a live two- to six-minute TV game show aired on local and network television.

While each promotion is customized to meet the unique needs of the brand, the basic promotion format remains the same. A brand sponsors the game show, which can feature any big-money prizes desired, and then enables consumers to enter for a chance to play on the game show via SMS or mailing in proofs of purchase. The game show is aired daily during the promotion period and a winning entry is selected on a random basis live on the air during each show. The lucky entrant is contacted via phone and given the chance to play for the prizes.

“We use different games depending on the promotion designed for the brand,” notes Martin Giovaneli, a representative for EPG who is overseeing the SCA Latam initiative. “For example, we might feature a prize board containing 24 numbers and if the contestant selects the three numbers that reveal the brand’s logo, he or she wins a million dollars. One of the most important components is that contestants always win a big prize. If they don’t win the million dollar grand prize, they win a second- or third-place prize — such as $100,000 or a new car.

“It really is a win, win, win,” adds Giovaneli. “The consumer has the chance to win a life-changing prize and always walks away with something big. The TV network wins because the game show increases its ratings and revenues; and the brand sponsor wins because the promotion drives mass sales, engages consumers, and captures valuable customer information. And because SCA Latam assumes the promotional risk, the participating brand pays a fixed cost for the promotion that amounts to a fraction of the actual grand prize money being offered. When a big win occurs, SCA Latam pays the brand the grand prize so they can award the winner.”

During the 12 years they have worked together, SCA and EPG have helped brands and their agencies to launch more than 4,000 games show episodes in 19 countries, and award more than $32 million in cash and prizes. The game show promotion has been utilized by the world’s largest brands including Coca Cola, Unilever, Energizer, Nabisco, Colgate, Nestle, Procter & Gamble, PepsiCo, SAB Miller and many other Fortune 500 companies worldwide. The game show promotion has been so successful that it landed in the Guinness World Records for driving 35 million entries in a single season.

Notes Giovaneli, “Our goal is to bring our knowledge and success with the TV game shows to the U.S. and Canada — first targeting the Hispanic market in the U.S. and then going after the entire market sector.”

About SCA Latam

SCA Latam (www.scalatam.com/) specializes in driving mass consumer response through large-money TV game show promotions. SCA Latam is a subsidiary of Dallas-based SCA Promotions (www.scapromotions.com/), the world’s leading provider of promotional risk coverage for contests, games and events. Founded in 1986, the company has covered billions of dollars and paid out over $153 million in cash and prizes for sales and consumer product promotions, lottery and casino jackpots, radio contests, and direct mail, Internet and sports promotions. Recent promotions include TSN Canada/Wendy’s $1 Million Field Goal Kick and McDonald’s/Creata “Pirates of the Caribbean” Movie Tie In. SCA Promotions has offices in Dallas, London and Calgary, along with affiliate partners across the globe. “

Stumble it! | |