Publishers Clearing House (PCH), a direct marketer of value-based consumer products and magazines, is launching PCHtv.com. The site launches the night of August 27 in conjunction with the PCH SuperPrize Sweepstakes winner’s name being announced on a commercial during the NBC Nightly News with Brian Williams.
The commercial will drive viewers to the site where they can see streaming video, shot a few hours earlier, of the PCH Prize Patrol surprising the million-dollar winner with a giant check. The site will also feature videos of past winners.
This marks PCH’s first foray into online video content. “This will bring many new advertising opportunities like video pre-rolls to the PCH network,” said Michael Zane, senior director of online lead generation and sales at PCH Online. “In the past, these [winning] clips were leveraged mainly in our TV commercials. Streaming video will help to further brand the company and get our message out there.”
Alex Betancur, general manager and VP of PCH Online, said this move is part of an overall strategy to expand PCH’s customer base. “Most companies, especially those that have been around a long time, are trying to find out exactly how they fit into the Internet space,” he said. “The goal is to get the brand out there to a new audience and online gives us that opportunity.”
PCHtv.com is the latest addition to the PCH network, which includes PCHGames.com, PCHLotto.com and PCHSearchandwin.com. Soon, PCHtv.com hopes to include user-generated video capabilities, which will allow users to create and upload their own SuperPrize reaction videos.