or


[10/13/04 - 12:00 AM]
Milton Bradley's Operation Game and NBC's 'Scrubs' Team Up to Celebrate Cavity Sam's 39th Birthday

[via press release from NBC]

MILTON BRADLEY�S OPERATION GAME AND NBC�S 'SCRUBS' TEAM UP TO CELEBRATE CAVITY SAM�S 39TH BIRTHDAY

OPERATION Integration Scheduled to Air on October 19 Episode

EAST LONGMEADOW, Mass. -- October 13, 2004 -� Milton Bradley�s classic children�s game, Operation, turns 39 this year. In an irreverent celebration of this milestone birthday, the game�s eternal patient, Cavity Sam, will be diagnosed with a new ailment. In 2003, thousands of Americans cast their votes by phone and online for one of three possible new ailments � Brain Freeze, Growling Stomach or Tennis Elbow. The updated OPERATION game featuring the winning ailment will make its primetime television debut on the October 19 episode of the NBC hit medical comedy �Scrubs� (Tuesdays, 9:30 p.m. ET/PT). In the scene, members of the cast will play the new OPERATION game and be challenged by Cavity Sam�s new ailment.

Milton Bradley and NBC are supporting the new game and episode with a fully integrated marketing program, including print, online and on-air promotion, as well as a national �Operation Scrubs� sweepstakes. Now through November 30, 2004, fans will have the chance to enter a sweepstakes to win a three-day, two-night trip for four to Los Angeles to visit the set of �Scrubs� and a one-day pass to Universal Studios Hollywood by going to www.nbc.com/Scrubs.

Print ads in support of the promotion are running in both Star and People�s October 18 issues. In addition, the October 17 issue of TV Guide features a unique four-page advent unit � an ad insert on heavier card stock � in the top 10 markets with a special tab for readers to lift to reveal the new ailment. The same ad will run on glossy paper in the rest of the U.S. A half-page ad will also run in all markets in the Tuesday, October 19th Prime Time listing section.

Prior to the broadcast on October 19, NBC is running :10 second spots featuring the integration and urging viewers to go to the promotional mini-site on www.nbc.com/scrubs to enter the sweepstakes. The website also features a link to an online Operation game demo for fans. Additional advertising vehicles include, a magazine rack card at grocery reminding consumers to tune in and online eye blasters � floating pop-up web ads�teasing the new ailment.

�OPERATION is a classic children�s game that has a rich history with generations of Americans,� said John Santanella, marketing director for Milton Bradley. �It�s been great to involve the American public in the evolution of the game through the new ailment voting campaign. In addition, the product integration with �Scrubs� and supporting ad campaign help to keep the game relevant and top-of-mind with fans, while bringing new consumers to the brand.�

�Integrating OPERATION into an episode of �Scrubs� is a really fun idea as the game�s light-hearted approach to medicine is a great fit for the quirky medical humor of the show,� said John Miller, chief marketing officer, NBC Universal Television Group. �We�re happy to help mark this milestone in the game�s history.�

The �Scrubs� integration was brokered by Alliance and The NBC Agency. The advertising campaign was developed by Grey Worldwide.

About Operation
The goal of the OPERATION game is to use your skill, concentration, coordination and the game�s tweezers to remove Cavity Sam�s �ailments� without setting off the buzzer � and his red nose. The OPERATION game is for one or more players, ages six and up, and is available at all major toy and game retailers for an approximate retail price of $13.99.

About �Scrubs�
Winner of a prestigious Humanitas Prize and a People�s Choice Award, and nominated for a Producer�s Guild and five Emmy Awards, �Scrubs� focuses on the strange experiences of fresh-faced medical resident John �J.D.� Dorian (Zach Braff) as he embarks on his healing career in a surreal hospital crammed full of unpredictable staffers and patients � where humor and tragedy can merge paths at any time. Joining the rumpled J.D. at Sacred Heart Hospital is fellow resident Chris Turk (Donald Faison) � J.D.�s college buddy who is part of the more elite surgical group � Turk�s no-nonsense wife, nurse Carla Espinosa (Judy Reyes); and the beautiful but socially awkward Dr. Elliot Reid (Sarah Chalke). Keeping a watchful eye over these young doctors are the caustic chief of medicine, Dr. Bob Kelso (Ken Jenkins), the abrasive but caring Dr. Perry Cox (John C. McGinley), and Neil Flynn as the hospital janitor � and J.D.�s nemesis. �Scrubs� is produced by Touchstone Television. Bill Lawrence (�Spin City�) is the executive producer and creator.

About The NBC Agency
The NBC Agency, founded in November 1999, is a multi award-winning advertising team that made "Must See TV" a household slogan and reinforced the term "appointment television" for NBC programming. It is a unique, full-service advertising agency servicing the advertising and promotional needs of all NBC-Universal owned entities, which include entertainment, news, sports and corporate divisions of NBC as well as the cable, Internet and syndicated properties and brands that the company owns or holds an equity interest in, such as CNBC, MSNBC and MSNBC.com, Bravo, USA, SCI FI, Trio, Telemundo and NBC-Universal Television Distribution.

About Hasbro
Hasbro Games manufactures and markets games and puzzles under the brand names Milton Bradley and Parker Brothers. Included in its product line are some of the world�s best-known games and puzzles including: CANDY LAND, the MONOPOLY game, SCRABBLE Brand Crossword Game, YAHTZEE, TWISTER, THE GAME OF LIFE, TRIVIAL PURSUIT and BIG BEN Puzzles. The company also markets its games in three focused initiatives: MY FIRST GAMES (pre-school games), FAMILY GAME NIGHT (family games) and GET TOGETHER GAMES (adult games).

Hasbro (NYSE:HAS) is a worldwide leader in children�s and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.





  [october 2004]  
S
M
T
W
T
F
S
     


· SCRUBS (ABC)









[03/30/15 - 01:34 PM]
The Untold Story of the World's Most Famous Sex Symbol Is Revealed in Lifetime(R)'s Miniseries Event, "The Secret Life of Marilyn Monroe" Premiering May 30th and 31st
Kelli Garner stars in the title role of the four-hour event.

[03/30/15 - 01:29 PM]
ABC Family's "The Fosters" and "Chasing Life" Rise to Season Highs in Finales
ABC Family further spins the numbers for Monday, March 23.

[03/30/15 - 01:03 PM]
Venture to the Great Swamplands of the South with a New Season of "Buying the Bayou" on Destination America
The series returns with back-to-back episodes on Monday, April 13 at 9:00/8:00c.

[03/30/15 - 12:45 PM]
NBC Will Ease on Down the Road with Dec. 3 Live Production of "The Wiz" Featuring Production Partner Cirque du Soleil Theatrical
Tony Award-winning director Kenny Leon will stage both the television production and Broadway revival of "The Wiz" in collaboration with Tony winner and Broadway icon Harvey Fierstein, who will contribute new material to the original Broadway book by William F. Brown.

[03/30/15 - 12:16 PM]
Animal Planet Goes Behind the Badge of Wildlife's Last Line of Defense with New Series "Lone Star Law"
Also on tap are new seasons of "North Woods Law" and "Rugged Justice."

[03/30/15 - 12:01 PM]
Oxygen Media Increases Original Programming by 25 Percent with Addition of Eight New Series
The newcomers include "Douglas Family Gold," "The Hustle," "Pretty. Strong.," "Player Gets Played," "Boss Nails" and the third installment of the popular franchise, "Preachers of Atlanta."

[03/30/15 - 12:00 PM]
National Geographic Channel's "Killing Jesus" Nabs 3.7 Million Viewers, Scoring Highest Total Viewership in Network History
National Geographic Channel spins the numbers for Sunday, March 29.

[03/30/15 - 11:55 AM]
Bravo Media Expands Diverse Slate with Addition of 10 New and 4 Returning Series Marking Over 40 High-Quality Original Series
New season orders are set for "Ladies of London" season two, "Don't Be Tardy... " season four, "Million Dollar Listing Los Angeles" season eight and "Manzo'd with Children" season two.

[03/30/15 - 11:46 AM]
"The Walking Dead" Season Five Finale Is Highest-Rated Finale in Series History, Delivering 15.8 Million Viewers and 10.4 Million Adults 18-49
AMC spins the numbers for Sunday, March 29.

[03/30/15 - 11:32 AM]
Esquire Network Unveils 2015 Upfront Lineup Bolstering Original Programming with Five New Series
"This new line-up will present even more of the compelling, dynamic content that is engaging our male audience, setting us up for further momentum," said Matt Hanna.

[03/30/15 - 11:27 AM]
truTV & Top Rank Partner to Exclusively Televise Live Friday Night Primetime Boxing Series
The new boxing series, in association with Turner Sports and HBO Sports, will launch on the eve of the Floyd Mayweather vs. Manny Pacquiao pay-per-view fight with a card featuring two title bouts inside The Chelsea at The Cosmopolitan of Las Vegas.

[03/30/15 - 11:27 AM]
Live + 7 Day Ratings: ABC's "Secrets and Lies" and "Fresh Off the Boat" Post Their Biggest Playback Gains Yet
ABC further spins the numbers for the week of March 9-15.

[03/30/15 - 11:07 AM]
New Discovery Channel Series "Sons of Winter" Answers Call of the Wild in the Ultimate Coming-of-Age Survival Tale
The series, from Gurney Productions, premieres Tuesday, April 28 at 10:00/9:00c.

[03/30/15 - 11:01 AM]
NBC's "American Odyssey" & Google Invite Viewers to Tour Key Cities and Uncover New Clues with "Explore American Odyssey" Companion Site
Beginning March 30, curious minds will be challenged to uncover the truth by immersing themselves in the online experience "Explore American Odyssey" at www.exploreamericanodyssey.com.

[03/30/15 - 11:01 AM]
ABC Family Picks Up "Shadowhunters," a Saga Series Based on the Beloved New York Times Bestselling Book Series The Mortal Instruments
The series follows 18-year-old Clary Fray, who finds out on her birthday that she is not who she thinks she is but rather comes from a long line of Shadowhunters - human-angel hybrids who hunt down demons.