TBS, Baskin-Robbins Team Up

Here's a scoop. TBS and Baskin-Robbins are teaming on a licks and laughs cross-promotion.

Playing off the ice cream chain's 31 flavors, comedy cable net TBS will kick off a "31 Days of Funny"  promotion July 1- 31 (they couldn't have done it in June for obvious reasons).

The promo campaign will be supported by on-air, online and in-store elements (expect more such media marketing announcements as the Promax/BDA promotion conference gets into full swing (or should that be pitch) in New York.

The promotion will include co-branded on-air spots, a "micro-site on TBS.com, a TBS programming-branded vacation sweepstakes with prizes that also include ice cream for a year.

Baskin-Robbins will include co-branded counter cards, scratch-off game pieces, and the ever-popular door clings.

John Eggerton

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.