Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


By Published on .

Effort: "Beck's Rocktoberfest."

Marketer: Beck's North America, Stamford, Conn.

Agency: Reach Marketing, Westport.

Twist: Targeting young adults with the lure of cutting-edge music, Beck's beer is conducting a "Rocktoberfest" sweepstakes this fall giving five grand prize winners the chance to fly to Germany to see one of five top bands. The promotion is backed by in-store and on-premise collateral materials, plus local radio promotions and national print ads in magazines targeting young men. A JBL Harmony stereo system goes to 100 first prize winners, and 1,000 entrants get a "Rocktoberfest" CD featuring the bands. The promotion is backed by on-premise and retail materials with ads in ESPN the Magazine, GQ, Playboy, Men's Fitness, Rolling Stone and Spin.

Vital statistics: The bands are Control Freq, 8Stops7, Filter, Shootyz Groove and Showoff. The promotion runs Aug. 1-Oct. 31; entries are accepted by mail or

Most Popular
In this article: