USA Network and Hoover® are partnering to create the first ever “Clean Screen Day” in an unprecedented television promotional event with the help of quintessential clean freak ‘Adrian Monk.’ Clean freaks everywhere will rejoice as the Hooover® Platinum Collection Cordless Hand Vac cleans USA’s screens on-air and online in support of Hoover’s “Clean Freaks Rejoice” advertising campaign for the new Platinum Collection. The announcement was made today by Chris McCumber, USA’s executive vice president, marketing, digital and brand strategy.
“As the Characters Welcome network we look for the unique character in every brand. With Platinum Collection’s ‘clean freaks’ positioning, it was clear that this is a character that would want to clean up everything including our network’s bugs and snipes,” said McCumber. “Showcasing Hoover’s powerful cleaning system in a humorous and relevant way within the MONK franchise seemed like the perfect brand fit for Hoover and USA.”
“We are very excited to be partnering with USA for “Clean Freaks” week. We all know someone that we adoringly refer to as a Clean Freak, whether it is ourselves, our brother, our sister, or a friend,” said Allyson Horst, Director of Marketing for Hoover. “The USA partnership offers a unique opportunity to present our Platinum Collection, the solution for those in search of a deep clean, by tying in with MONK, the ultimate Clean Freak!”
Designated as “Clean Screen Day” on Sunday, April 5, USA will present a “bug and snipe-free” marathon of USA’s hit series MONK starring the ultimate obsessive-compulsive character, Adrian Monk. A customized, co-branded twenty-second promo will feature an animated Platinum Collection Cordless Hand Vac sucking the graphic snipes and USA bugs off the screen, while driving tune-in to USA’s first ever “Clean Screen MONK Marathon.” The promo will leverage the phobia-driven fastidiousness of Adrian Monk to playfully educate its audience on the USA/Hoover partnership and the functional benefits of Hoover’s Platinum Collection machines by actively showing the vacuum cleaning the screen of all graphics. The custom tune-ins will air March 30 through April 5.
In addition, to tie in with Hoover’s “Clean Freaks” week, USA will extend its partnership to the week of April six, with a snipe and bug free sponsorship of the nightly HOUSE telecast strip appropriately titled “Clean HOUSE Week.”
During both the “Clean-Screen MONK Marathon” and throughout the “Clean HOUSE Week,” USA will air ten-second bumpers that feature the animated Platinum Collection Cordless Hand Vac sucking the graphic snipes and USA bugs off the screen communicating to viewers that they are watching their favorite show on a clean screen.
On usanetwork.com, the “Clean Sweep” promotion will run across the USA, MONK, HOUSE and Character Arcade homepages. The Platinum Collection Cordless Hand Vac will pop-up on the landing page and users will be able to interact with the vacuum to “clean up” the animated dirt. Additionally, Hoover is sponsoring key content areas of the MONK site.
The new Hoover Platinum Collection offers superior cleaning performance through innovative design and technology. The Platinum Collection features six new high performing vacuums that are designed for the ultimate “clean freak.”
The media/buying agency for the project was The Martin Agency.