Johnson & Johnson and Home & Garden Television are targeting itchy, scraped and bruised gardeners with the Band-Aid Brand Garden Aid Sweepstakes.
“The purpose is to get gardeners to the stores to purchase Band-Aid products,” said Lori Tarricone, vice president of ad sales and marketing at Home & Garden Television, Knoxville, TN. She said HGTV reaches 69 million U.S. households.
The grand prize is a trip for two to selected not-yet-announced garden locations or 100 prizes of HGTV Garden Gift Packs.
Johnson & Johnson will promote the sweepstakes using aisle displays in Walgreens drugstores. The displays direct consumers to Walgreens.com to register for the sweepstakes and alert consumers about HGTV's 30-minute program “The Secret World of Gardens.” In addition, Walgreens will feature the sweepstakes in direct mail circulars and free-standing insert newspaper advertisements in newspapers nationwide.
To enter the sweepstakes, consumers must be registered at Walgreens.com. Through registration, Walgreens collects consumers' names, addresses, phone number, dates of birth and e-mail addresses. Consumers also receive an additional contest entry if they provide the e-mail addresses of five people. Walgreens.com will send these referred family members or friends e-mails notifying them of the sweepstakes.
Walgreen Co., Deerfield, IL, declined to comment on its involvement in the campaign or what it will do with the names and consumer information it collects as a result of the contest.
Johnson & Johnson also is running one-minute gardening safety tips on HGTV and the Do It Yourself Network, directing consumers to Walgreen Stores to purchase Band-Aid products and learn about the sweepstakes.
HGTV.com and DIYnet.com feature links to the Walgreens.com Web site to enter the sweepstakes.
The sweepstakes will run until June 30, Tarricone said, adding that the companies selected this time frame because it is the high point of the gardening season.