ConAgra on June 2 kicks off "The Millionaire Game" for Healthy Choice fat-free cheese. Consumers can win $1 million instantly by matching three game pieces from packages. Other instant-win prizes include T-shirts and VIP coupons. A national free-standing newspaper insert backs the promotion, with in-store support. Ebel, Dunnell, Merrick, Chicago, coordinates.
Engen Oil will sponsor the Harlem Globetrotters' first South African tour next June. A promotion offers prizes and memorabilia at Engen's 1,350 gas stations. An on-pack cross-promotion with Coca-Cola Southern Africa is included. Sponsor Max International, Johannesburg, coordinates.
Anheuser-Busch signed a six-figure, multiyear sponsorship extension with Sport & Social Clubs of the U.S., reaching co-ed athletic leagues and special events for young adults in 23 markets.