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TV Guide, NBC and Twentieth Century Fox Television Team Up for My Name Is Earl Original ``Laugh 'N Sniff'' Interactive Episode

Posted on: Friday, 20 April 2007, 09:00 CDT

TV Guide magazine, one of the most popular magazines in the country, with 21 million readers each week, has partnered with NBC and Twentieth Century Fox Television for a unique interactive promotion. The Emmy® Award-winning comedy My Name Is Earl, one of the most talked-about comedies on television, will air the first-ever original "Laugh 'n Sniff" interactive episode on NBC on Thursday, May 3 at 8 pm ET/7 pm CT. Viewers will have an interactive experience with the episode by using a special scent card available exclusively in TV Guide's April 30 issue, which is available on newsstands on April 26.

During the episode, NBC will prompt viewers via on-air graphics to rub one of six corresponding numbered boxes on TV Guide's "Laugh 'n Sniff" scent card, which will release aromas pertaining to the My Name Is Earl storyline. The special scent card, sponsored exclusively by Oreo, Milk's favorite cookie, is available only in TV Guide's April 30 issue (over 3.2 million circulation; in subscriber editions and on newsstands Thursday, April 26). Oreo cookies will be one of the six scents featured in the episode's storyline along with other scents, including "new car smell" and "obnoxious cologne."

The episode will be promoted across TV Guide's multiple platforms -- TV Guide magazine, TV Guide Channel, and TVGuide.com, as well as on NBC and NBC.com.

"We are thrilled to be able to continue to deliver innovative ideas not only for our network partners but also for our advertisers. The Oreo brand saw the benefits of this program and quickly capitalized on the opportunity to create a unique consumer interaction with their product," said Pete Haeffner, publisher, TV Guide.

Remarked My Name Is Earl Creator/Executive Producer Greg Garcia, "When John Waters guest starred on an episode of Earl this year, I asked him if he'd be cool with me ripping off the Odorama card he did with his 1981 movie Polyester and he gave me the thumbs up. I remember my parents coming home with the card and thinking it must have been really cool to actually smell the things you were watching."

"TV Guide's scent card provides a great way for My Name Is Earl fans to enjoy the sights -- as well as smells -- of this special episode," said Kevin Reilly, president, NBC Entertainment.

"This cross-media promotion has enabled us to apply a new approach to our Oreo and Milk Moments campaign. We really like that consumers will have a fun and unique multi-sensory experience with Oreo," said John Ghingo, senior brand manager, Oreo.

About TV Guide Magazine

With a readership of 21 million, TV Guide magazine is one of the most popular weekly magazines in the country. From behind-the-scenes looks at broadcast, cable, and syndicated shows and their stars and characters, to sneak peaks at television's most intriguing plotlines, and the hottest new DVDs and downloads, TV Guide magazine has every corner of the television medium covered. The premiere comprehensive source for entertainment news, guidance, and information, TV Guide magazine continues to entertain and inform readers about America's most popular leisure time activity.

TV Guide magazine is a product of Gemstar-TV Guide International. Additional information about the magazine can be found at www.tvguide.com and www.gemstartvguide.com.

About Oreo and Kraft Foods

Oreo is the leading cookie brand within Kraft Foods' Nabisco portfolio. Kraft Foods (NYSE:KFT) is one of the world's largest food and beverage companies with annual revenues of more than $34 billion. For over 100 years, Kraft has offered consumers delicious and wholesome foods that fit the way they live. Kraft markets a broad portfolio of iconic brands in 155 countries, including seven brands with revenue of more than $1 billion, such as Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Post cereals; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates. Kraft became a fully independent company on March 30, 2007, and is listed in the Standard and Poor's 100 and 500 indexes. The company also is a member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index. For more information about Oreo, visit www.oreo.com.

Source: Business Wire

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