Hallmark Channel marketing Martha Stewart debut via Facebook


Hallmark Channel is celebrating the move of “The Martha Stewart Show” to cable on 9/13 (10a.m. ET/PT), with the launch of “The Mystery Moving Box Game,” the social media prong of – “Make the Move with Martha” — the biggest marketing campaign in the network’s history.  The multi-layered app, written in php and Flash, will give fans an opportunity to win 100 prizes daily and to share in over $30,000 in cash, including the grand prize — a trip for two to NYC to see the taping of the show.

In every moving experience, there is always the lone, non-descript moving box that cannot be identified until it is opened.  That’s the premise of “The Mystery Moving Box Game.” 

The game runs through 9/17 on Facebook at Hallmark Channel USA (facebook.com/hallmarkchannel) and at www.hallmarkchannel.com.  The game gives users an opportunity to open a virtual moving box for a chance to win cash, real prizes or virtual gifts.  Fans connect either through a Facebook tab on Hallmark Channel USA (facebook.com/hallmarkchannel) or through an iFramed microsite on www.hallmarkchannel.com or by logging in on Facebook Connect.

Enhancing the viral nature of the game is the ability for a player to open the box or share it with a friend – if the friend wins a prize, the player giving the box away wins one, too.  The sweepstakes component features collectible virtual puzzle pieces to form an image of the set of the show with a grand prize winner being randomly chosen from all completed images entered.  “The Mystery Moving Box Game” offers one hundred daily opportunities to win exciting prizes in its eight day flight (9/10-9/17), providing an entertaining format to interact directly with Hallmark Channel’s fans.

“With the extraordinary success of Hallmark Channel’s ‘Make the Move with Martha’ marketing campaign, we wanted a unique opportunity to continue the campaign’s momentum while leveraging the entire social media base to accelerate our phenomenal growth in friends and followers,” said Susanne McAvoy, SVP/Marketing. “Hallmark Channel’s social media base has grown so fast that we always want to bring something new and engaging to our fans.”