CBS had fallen to last place in network ratings, and not only needed to improve viewership, but also to revitalize its image among advertisers. Kmart needed to put a halt to a steady decline in sales.

Gordon Summer developed the strategy, tactics, and detailed implementation plan that would solve both marketers’ problems. The campaign he created was the now famous CBS/Kmart Watch/Match/Win promotion. CBS and Kmart exchanged some $25 million worth of airtime, newspaper insert space and store signage, and invested just a tiny fraction of that in cash. Promotion spots told viewers to look for the Kmart insert in Sunday papers to find lucky numbers that could win millions of prizes, from Pepsis up to $1 million. Inserts featured the numbers, explained that all consumers had to do to win was match them against numbers that would be announced on-air, and told readers which programs to watch. They also featured sale merchandise, like all retail inserts.

The TV campaign boosted Kmart ad readership. More people saw what was on sale, and went shopping: Double-digit sales increases replaced the previous decline. Store signage touted CBS shows and the Watch/Match/Win game, and more people watched: CBS went from last to first in network ratings. Its image among advertisers was not only revitalized, it became known as the leader in integrated marketing communications.

The American Marketing Association, the Promotional Marketing Association of America, and Marketing Communications Executives International recognized the campaign as the best in the U.S. and the world. It spawned three more network/advertiser tie-ins that earned national recognition as well.