Promo - February 2008 - (Page 13)

The nation’s five cities with the most overweight people were selected for the “Biggest Loser; couples” promotional mall tour . First stop: Chicago (pictured). The Players CAMPAIGN INDEX WISE FOODS Bravos video contest Wise Foods is on the hunt for its biggest fans as part of a new campaign to promote its Bravos Tortilla Chips brand. The company is kicking off a mobile tour at college campuses on the East Coast and during Spring Break in South Beach in Miami. And starting Feb. 4, people can enter a video contest at www. Bravos.com to vie for the title of biggest Bravos Flavor Fanatic and $10,000. Other prizes include iPod Nanos and iTunes gift cards. On-pack materials and in-store merchandising will support the promotion, which runs through April. Agency: Brandmovers SHAPE UP Weight-loss TV show tie-in goes on the road/Larry Jaffee For many Americans, a new year usually ushers in a resolution to lose weight and get healthy. Whether they achieve their goals remains to be seen. But help may be on the way. NBC jumped on the reality TV bandwagon in 2004 with what has turned into an enduring franchise “The Biggest Loser,” which offers severely overweight participants the opportunity to undergo a radical physical makeover without surgery. The series’ latest spin-off edition is focused on couples (Tuesday nights at 8 p.m., EST), and is being promoted in a five-city mall tour by NBC with online portal www.MSN.com’s health and fitness channel, posing a challenge to couples to lose 1 million pounds during the course of the show. The campaign, dubbed the Million Pound Match-Up, launched in Chicago last month. Other stops include Wichita, KS, Phoenix, Houston and Miami. “They’re all cities with the most overweight people in the country,” explains Matt Britton, chief of brand development for Mr. Youth, the promotional agency that put together the campaign. Mall dwellers get to check their blood pressure and Body Mass Index, which determines a person’s body fat, and discuss their personal goals with local fitness experts. They also get to meet previous winners of “The Biggest Loser.” Other elements of the campaign include a sweepstakes, promotional Web site (www.BiggestLoser.msn.com) and in-show integration. The campaign’s multi-fold goals are to raise awareness of obesity in the U.S., promote the sweepstakes and encourage Americans to participate. Potential contestants have until March 11 to register with a workout partner. Participants will be able to test their fitness knowledge and receive expert advice from “The Biggest Loser” trainers Bob Harper and Jillian Michaels, as well as from MSN online hub experts, and will have the chance to win daily prizes. The top five teams will win a trip to Los Angeles for “The Biggest Loser: Couples” finale, and the winning team will get a luxury spa fitness trip for two and a personal trainer for a year. The sweepstakes ends April 15. NBC and Microsoft’s MSN have long been media partners, involved in the creation for example of the MSNBC cable network, but this promotion marks the first time they have collaborated on cross-promoting health and fitness. Using [Microsoft’s] Windows Live Spaces, participants can document their weight-loss journey, connect with other participants and support each other. Microsoft enjoys a further cross-promotional opportunity with daily giveaways of its digital music player Zune. Registrants have the option of receiving daily health and fitness tips from www.MSN.com. l P PROCTER & GAMBLE Dawn It Only Takes One Sweepstakes Procter & Gamble has launched an online sweepstakes promoting its Dawn Direct Foam dish soap offering $5,000 toward a Hawaiian vacation getaway. Registration is available at www.Dawn-Dish.com. Daily prizes of the product and a branded T-shirt will also be distributed. Online marketing supports the promotion, which runs through June 30. Agency: Barefoot Advertising H.J. HEINZ CO. Smart Ones Fruitastic Recipe Contest The H.J. Heinz Co. is out with a new line of frozen meals, called Weight Watchers Smarts Ones Fruit Inspirations, and the company is searching for a new entrée as part of an online contest. People can submit recipes to www.eatyourbest.com through June 1 for a chance to win $5,000 and a trip for two to Los Angeles for a cooking lesson with celebrity chef Devin Alexander. The winner’s name and hometown will appear on Smart Ones boxes featuring their inspired recipe. PR, onpack stickers and in-pack inserts and online marketing support the promotion. Agency: Promotion Fulfillment Center Promo / WWW.PROMOMAGAZINE.COM / February 2008 13 http://www.Bravos.com http://www.Bravos.com http://www.Dawn-Dish.com http://www.BiggestLoser.msn.com http://www.eatyourbest.com http://www.MSN.com http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - February 2008

Promo - February 2008 Contents Editor's Note Reality TV Products Rebound - Soon? The Real World Young But Not Stupid Social Tease Health Quencher How Effective? Big Game in Big Easy Commentary Mailbox Marketing Q&A: Coke's Kruse Control Gift-Card Monte Room Service The Agency Center Resource Center Can't Beat Loyalty Index of Advertisers

Promo - February 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.