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Melanie Griffith Pitches for OneWorldLive

Consumers who have a “thing” for Melanie Griffith are likely to flock to OneWorldLive.com to participate in a trio of sweepstakes launched this week.

The site, which has been dubbed “retailtainment,” offers celebrity-endorsed content and commerce. To draw traffic to the newly relaunched site — the official launch is Sept. 13 — co-founder and partner Melanie Griffith has gotten involved.

Three promotions involving the star kicked off this week: Goddess Style Treatment, Follow Your Heart and “Cecil B. Demented.”

Through Nov. 30, consumers can enter to win a trip to Los Angeles with a guest for three days and two nights. The winner and guest will meet Melanie Griffith and will receive $500 in designer merchandise, a VIP Tour of the Warner Bros. Studio and other prizes.

The Follow Your Heart sweepstakes allows a consumer to win a pair of Celebrity Cubs stuffed animals autographed by Melanie Griffith and Antonio Banderas. Ten runners-up will receive unsigned pairs of Melanie and Antonio Celebrity Cubs. The stuffed animals are sold exclusively through the Follow Your Heart Foundation, which raises money for research and treatment of neurological disorders. The contest wraps up Oct. 31.

Through Sept. 21, consumers also can register to win one of 10 autographed posters from Griffith's upcoming movie, “Cecil B. Demented.”

The goal of the contests “is to promote awareness and encourage visitors to come to our Web site,” said Lisa Jackson, promotions director at OneWorldLive, Los Angeles. “It's just another way of generating interest by offering a celebrity-endorsed [prize] to get fans. You're winning something you can't purchase and offering an experience that's not just winning a trip or a TV. You get to meet a celebrity and create a memory.”

The three promotions were created by IQ.com, a marketing solutions provider based in Saratoga, CA. “They've come up with the marketing campaign. We're providing them [with] the tool to run the promotion,” said Ron Dorsey, strategic services account manager at IQ.com.

Expectations are high for these promotions, as a recent celebrity-endorsed promotion saw significant returns. The Tom Arnold Ultimate Macho Man Give Away ran on iwin.com with a link to OneWorldLive.com. There were 300,000 entries as well as approximately 4.5 million click throughs to the site. Prizes included a deluxe recliner, junk food and a meet-and-greet with Tom Arnold.

A live chat with Griffith will be held on the site on Aug. 17. The topic will be pregnancy after age 35. Griffith will be accompanied by Dr. Judith Reichman.

ABC radio stations will promote the sweepstakes and the chat. A 45-second spot will run Aug. 8 through Aug. 17. Promotional e-mails will be sent to the OneWorldLive database of 2 million people encouraging them to enter the sweepstakes. OneWorldLive also is running a 12 million-impression banner campaign.

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