HGTV kicks off 'dream home' digital marketing push

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Scripps Networks kicked off a digital marketing campaign to promote its HGTV Dream Home sweepstakes, in which consumers can enter to win a custom built dream home near Park City, Utah.

The campaign, which includes search, social media and mobile marketing, is centered around a daily email push. Consumers can enter to win the house twice daily — once at HGTV.com/dreamhome and once at FrontDoor.com. To help consumers remember to enter, HGTV.com is encouraging them to opt into receiving daily email reminders.

“It's one of our biggest fan favorite events. Every year people ask us to help them to remember to enter, so we're making it easy by sending a daily reminder right in their inboxes,” said Jillian St. Charles, VP and site director of HGTV.com, via email.

During the opt-in process, consumers are prompted to sign up for various HGTV newsletters based on their interests, “but those who choose just the daily reminders will get only the daily reminders,” St. Charles said.

Consumers can enter the sweepstakes from today through 5 o'clock in the evening Feb. 17, and email alerts will go out daily throughout this time period. HGTV is also using paid search and its Facebook page to push consumers to the sweepstakes' landing pages.

In addition, HGTV launched the HGTV Dream Home app in iTunes to help promote the campaign. The app includes 360-degree room tours, photo galleries and videos from previous dream homes located from California to Vermont.

A virtual tour of the house is online now, but the network will reveal the prize home, a furnished, modern western ranch house, during a one-hour television special, which will air on the network Jan. 2. The winner of the house, as well as winners of runner-up prizes, will be announced in March.

GMC, Lumber Liquidators, Bounty, Ethan Allen, Sherwin Williams, Bissell, Delta Faucet and Progressive are sponsoring the contest.

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