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)









[11/28/14 - 08:25 AM]
Seahawks-49ers Delivers the Best-Ever Rating for Thanksgiving Primetime Game in Metered-Market Households
NBC spins the numbers for Wednesday, November 26 and Thursday, November 27.

[11/28/14 - 08:19 AM]
Wednesday's Broadcast Ratings: CBS Closes November Sweeps on Top
The Eye's "Criminal Minds" leads the night in both total viewers and adults 18-49.

[11/28/14 - 07:59 AM]
"The NFL on CBS" Thanksgiving Day Game Rates as Highest in 16 Years
CBS spins the numbers for Thursday, November 27.

[11/27/14 - 12:01 AM]
Video: Trailer of NBC's Highly Anticipated Series "A.D." from Executive Producers Roma Downey and Mark Burnett
The limited series launches Easter Sunday, April 5 on the Peacock.

[11/26/14 - 11:15 AM]
Watch a Sneak Peek at a Special Bite-Sized "Brooklyn Nine-Nine" Airing Thanksgiving, After the Football Game, on FOX
Said installment, guest starring Eva Longoria, then airs in full on Sunday, November 30 at 8:30/7:30c.

[11/26/14 - 10:45 AM]
NBCSN Delivers Best F1 Season Ever for a Single Cable Network
NBCSN spins the numbers for its F1 coverage to date this season.

[11/26/14 - 10:45 AM]
Six Groups Battle for First Place on Wednesday, Dec. 17 in the Two-Hour Special Edition of "The Sing-Off"
Returning judges Jewel and Shawn Stockman will be joined by Fall Out Boy frontman Patrick Stump while Nick Lachey is once again set as host.

[11/26/14 - 09:56 AM]
TNT Offers On-Demand Sneak Peek of Dwayne "The Rock" Johnson's New Series "Wake Up Call"
Fans will be able to watch the sneak peek episode through the Watch TNT app & www.tntdrama.com starting Thanksgiving Day.

[11/26/14 - 09:45 AM]
Nick Jonas to Perform Hit Single "Jealous" from Self-Titled Album on Monday, Dec. 1 Telecast of "The Voice"
Hot country newcomer RaeLynn is also set to perform on the Tuesday, December 2 telecast.

[11/26/14 - 09:14 AM]
NBCSN Presents "NASCAR America" Specials Recapping the Thrilling Top Moments of 2014
The specials began airing during "NASCAR America's" 30-minute 5 p.m. ET time slot on Nov. 19, with new episodes debuting Dec. 1, 2, 10 and 11, and culminating on Dec. 16 with the Top 20 Moments of 2014.

[11/26/14 - 09:08 AM]
CBS to Broadcast Special Editions of "The Late Late Show," Jan. 5 - March 6
Judd Apatow, Will Arnett, Wayne Brady, Drew Carey, Jim Gaffigan, Billy Gardell, Sean Hayes, Thomas Lennon, John Mayer and Kunal Nayyar are among the scheduled guest hosts.

[11/26/14 - 08:52 AM]
"The Voice" Ranks #1 in Adults 18-34 and All Key Adult-Female Demos in Its Time Period
NBC spins the numbers for Tuesday, November 25.

[11/26/14 - 08:37 AM]
ABC's "Dancing with the Stars" Jumps to Season Highs for Its Top Finale Performance in 4 Seasons
ABC spins the numbers for Tuesday, November 25.

[11/26/14 - 08:31 AM]
Tuesday's Broadcast Ratings: "Dancing with the Stars" Gives ABC First Demo Win of the Season
The Alphabet also leads the night among total viewers.

[11/26/14 - 08:14 AM]
USSA, NBC Sports Group and Universal Sports Network to Provide Unprecedented Coverage of 2014-15 U.S. Ski and Snowboarding Season
The partnership will result in a record 67 of hours of coverage this season across NBC, NBCSN, and Universal Sports.