Promo - December 2007 - (Page 17)

The players weren’t for the steakhouse chain, is also running an online sweepstakes for a trip to the game, as well as giving away tickets to the competing schools. There’s no mistaking the title sponsor for the Tampa Bay tilt: The Outback Steakhouse blimp will hover over the stadium during the game, and the restaurant’s logos appear at midfield and on the 20 yard lines. “Just about everything we do has that Outback name on it,” says Mike Schulze, director of communications and sponsorships for the Tampa Bay Bowl Association. The corporate quest for bowl roles is often based on a product affinity with football, as in the case of the PapaJohns.com Bowl. “Pizza and football go hand in hand,” says PapaJohns.com spokesman Chris Sternberg. The pizza chain pushes its Birmingham, AL, bowl game locally with a special offer for two weeks preceding the Dec. 22 contest: two pizzas and tickets to the game for $40. Halftime festivities feature the PapaJohns Go Deep Quarterback Challenge, with two fans of the opposing teams competing to see who can throw a football the farthest while seated in a recliner. Valero’s initial year of sponsoring the Alamo Bowl is partly spawned by its corporate presence in San Antonio. “There’s an element of the local community connection,” says Rich Hill, vice president of marketing for the Valero Alamo Bowl. Fans can compete to win 10 pairs of tickets for Tostitos’ 13-year sponsorship of the Fiesta Bowl is a deal sparked by product affinity and regional identity. “The fact that it’s called the Fiesta Bowl fits with Tostitos’ southwestern heritage,” says Jeremy Bjork, Tostitos product manager. “It does a very good job of reinforcing our brand equity and a kind of snacking occasion.” Tostitos pushes its Fiesta role with in-store product displays. Its presence at the event includes signage on each stadium tier and sponsoring what it bills as College The Allstate logo hangs behind the end zones at the Sugar Bowl and the BCS Championships in January. The AT&T trailer will be on display near the Cotton Bowl. Football’s Biggest Tailgate Party, replete with product sampling. Last year, it relaunched its Big Scoops and salsa products at the event. It will try to top that with another product launch this year, according to Bjork. But it will be difficult to top Boise State’s overtime upset over highly favored Oklahoma last year. In the blur of corporate sponsorships, the game is still P the thing. l the game by filling out tear sheets on specially priced cases of Dr. Pepper—the game’s co-sponsor. One pair of fans will compete at halftime to win a Chevy Silverado by throwing a football through a Valero gas tank or an oversized Dr. Pepper can. W For more articles on experiential marketing, go to http://promomagazine.com/eventmarketing/ Newsletter Web RSS Webinar Blog Podcast Promo / WWW.PROMOMAGAZINE.COM / December 2007 17 http://PapaJohns.com http://PapaJohns.com http://promomagazine.com/eventmarketing/ http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - December 2007

Promo - December 2007 Contents Editor's Note Urban Refuge Digital Directive Soft Soap Voice Lessons Jordan's Monster Deal College Bowl Sprawl Good Deeds Commentary Blue Christmas Q&A: Clutter Cutter Widgets? They're Easy The Agency Center Resource Center Secret Weapon Index of Advertisers

Promo - December 2007

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