"Who Wants to be a Millionaire" Asking Americans "Who Wants to Win a Mazda Tribute SUV"

9 August 2000

Mazda Giving Away 12 Tribute SUVs During Enhanced TV Telecasts of ABC Television's Popular Show

    NORTH HOLLYWOOD, Calif. - In a promotion capitalizing on the unique marketing opportunities ABC Television and the Walt Disney Internet Group & ABC Television's Enhanced TV application affords advertisers, Mazda is giving away one Tribute sport utility vehicle per night during each Enhanced TV telecast of ABC Television's hit "Who Wants To Be A Millionaire" August 6-31. Mazda is also be the presenting sponsor during the promotion.

    The Enhanced TV version of "Millionaire," which has attracted approximately seven million viewers since debuting March 28, is accessible via ABC.com.

    From Sunday, August 6, through Thursday, August 31, viewers filling out an online entry form after logging on to the Enhanced TV production of "Millionaire" are automatically entered into a sweepstakes drawing, with one winner being randomly selected during each telecast. Each winner (12 in all) receives a Mazda Tribute sport utility vehicle. The "Millionaire" telecast dates comprising the promotion are August 6,8,10,13,15,17,20,22,24,27,29 and 31.

    "The all new Mazda Tribute is the most fun SUV in the marketplace," said Steven Odell, vice president of marketing and sales, Mazda North America. "Like all Mazda products, the Tribute has the same fun-to-drive characteristics - what we like to call ZOOM-ZOOM - that separate Mazda products from other cars. We believe this relationship with ABC Television and Walt Disney Internet Group will be a powerful platform for introducing this innovative product to the American people."

    "This agreement perfectly highlights the innovative, interactive marketing campaigns our Enhanced TV telecasts can provide advertisers," said Jonathan Leess, senior vice president, general manager and executive producer, ABC and the Walt Disney Internet Group's Enhanced TV. "Our convergent programming initiative opens the door to a whole new advertising world, one with powerful direct marketing components. We are also very pleased that we are able to offer up the Tributes as prizes, courtesy of Mazda."

    Users will be directed to the Enhanced TV promotion via 10-second on-air promotional spots at the top of each "Millionaire" program and eight 10-second spots running within other ABC programming. The promotion will also receive exposure through print ads in two issues of People magazine, two issues of US Weekly, one issue of Entertainment Weekly, and one issue of TV Guide.

    In the spirit of the promotion, the August 6-31 Enhanced TV telecasts will "pay Tribute" to past "Millionaire" success stories with a series of specially developed interstitial elements that will highlight the human element of how "Millionaire" wins changed contestants' lives.

    Enhanced TV programming is designed specifically to accompany the television broadcast. It is delivered via an Internet-connected computer and is controlled by the user while watching the show simultaneously on television.

    It is neither a television experience nor an Internet computer experience, but truly both at the same time -- the first step towards in-home convergence programming.

    Anyone with a personal computer, connected to the Internet via 28.8 modem or better, will have access to the Enhanced TV programming applications. Users must have 4.0 version browsers or better in order to receive the interactive programming. Access to the programming is free to all users.

    Walt Disney Internet Group manages some of the Internet's most popular Web sites, including ABC.com, ABCNEWS.com, ABCSports.com, Disney.com, Disneystore.com, DisneyTravel.com, ESPN.com, Family.com, GO.com, Movies.com, Mr. Showbiz, NASCAR Online, NBA.com, NFL.com and Soccernet. The Internet Group also includes The Walt Disney Company's direct marketing business. Steve Bornstein is chairman of Walt Disney Internet Group, which is headquartered in North Hollywood, Calif., with operations in Sunnyvale, Calif.; Seattle; New York; Bristol, Conn.; and London.