Promo - December 2008 - (Page 14)

CAMPAIGN INDEX STAPLES Gift it for Free Staples holiday sweeps will see 10,000 customers win their entire purchase, up to $5,000, for free. The fictional character, Coach Tom, helps promote the sweeps as a youth sports coach who firmly believes in the concept of only one winner, and is baffled by the Staples promotion. Coach Tom’s message appears on video hosting sites like YouTube, and social networking and sharing sites like Facebook, Flickr and Twitter. He has a Facebook fan page, Coach vs. 10,000 Winners, and will tweet in real time using his Twitter profile. In-store materials, radio and online and direct marketing also support the effort. The campaign, at www.staples.com/holidaypr, runs through Dec. 24. Agency: Duffy & Shanley Richard Te desco RETAIL KFC Takes Wing Title New role for the Colonel during the Big Game The climax of the National Football League season is also the height of the chicken-wing-eating season, and Kentucky Fried Chicken formalized that, unveiling its new role as official wing sponsor of the NFL playoffs and Super Bowl. The sponsorship gives KFC license to post the NFL shield logo and Super Bowl XLIII logos on its wings buckets and on 32-ounce NFL beverage cups, which will also be the key to a Super Bowl sweepstakes. TV spots are planned for the playoffs, but KFC isn’t saying whether it will be a player with an ad in the Big Game itself. The TV campaign commences during NFL games on Dec. 28, when the NFLbranded wings buckets, cups and other branded packaging will initially appear. Anyone who buys a soda in one of those 32-ounce cups will have a shot at a trip to the 2010 Super Bowl, along with other prizes, including flat-panel TVs and NFL.com gift certificates. The traditional KFC chicken wing buckets will be branded with the NFL shield logo when the fast food chain’s new sponsorship deal kicks in during the league playoffs. DOLLAR GENERAL Shop ’N Win Millionaire Sweepstakes Through Dec. 15, customers can win $1 million, as well as hundreds of other prizes, by shopping at Dollar General stores or visiting www.dollargeneral. com. Customers who buy qualifying products receive a code at checkout that can by used for one entry—up to a maximum of 10. Ten drawings take place with the winners receiving such prizes as Dollar General Gift Cards, TVs and a diamond tennis bracelet, and the $1 million grand prize. Agency: Promotivate of America, Inc. BURGER KING Get. Give. Win. Promotion Burger King is out with a holiday sweepstakes that offers consumers a chance to win one of 500 Wii systems with the purchase of a BK Crown Card. Through Jan. 4, each card purchased comes with a detachable instant-win game piece. The cards, which can be purchased at BK restaurants or online at www.bkcrowncard. com, are themed with one of four Nintendo characters. They are sold in increments between $5 and $100. Agency: In-house KFC restaurant signage will push its new NFL profile along with the planned TV spots. “It’s prime wing-eating season, and as a restaurant that sells more wings than any other restaurant, it’s really the dream partnership,” KFC spokesman Rick Maynard says. Maynard declined to say whether the new KFC-NFL relationship would fly beyond this season. This is KFC’s first official NFL sponsorship role. But it did stage an end-run promotion around last year’s Super Bowl, offering to donate $260,000 to its Colonel’s Scholars college scholarship fund in the name of any player who danced like a chicken in the end zone after scoring a touchdown in the big game. However, no player on the New York Giants or New England Patriots flapped his arms. The National Chicken Council estimates that American football fans chow down more than 90 million pounds of chicken wings during Super Bowl weekend. That breaks P down to 720 million wings—more than two for each person in the country. l 14 December 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.staples.com/holidaypr http://www.dollargeneral.com http://www.dollargeneral.com http://www.NFL.com http://www.bkcrowncard.com http://www.bkcrowncard.com http://WWW.PROMOMAGAZINE.COM

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

Promo - December 2008 Contents Editor's Note Alternative Viewing UGC Refresher Course KFC Takes Wing Title Sharing the Holidays That Holiday Glow Wish List Commentary Ready to Eat Recession Busters Q&A: A Higher Mark Resource Center The Agency Center Gift Giving Index of Advertisers

Promo - December 2008

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