EVENTS & PROMOTIONS: A.1. SPICES UP COLLEGE FOOTBALL WITH TAILGATE PARTY SWEEPS

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Effort: "A.1. Sizzling Gridiron Sweepstakes."

Marketer: Nabisco.

Agency: PSP Sports Marketing, New York, with on-campus distribution support from MarketSource, Cranbury, N.J.

Twist: Nabisco's A.1. steak sauce this fall offers a national tailgate party-theme sweepstakes. Grand prize is an expenses-paid trip for six to the Ultimate Tailgate Party, at this season's college national championship or any Bowl game. Included is an eight-page guidebook to throwing a tailgate party, complete with recipes and product coupons.

Vital statistics: The guidebook is being distributed at more than 6,000 supermarkets nationwide and also on college campuses. In addition, it will be featured in 225 college game-day programs. The sweepstakes runs Sept. 15 through Oct. 31.

Kate Fitzgerald edits Events & Promotions. Reach her by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.

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