EVENTS & PROMOTIONS: PROMO SPOTLIGHT: COKE'S RED CREW ON THE PROWL IN GRASS-ROOTS GIVEAWAY EFFORT

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Marketer: Coca-Cola Co., Atlanta

Effort: "Get Caught Red Handed," a nationwide grass-roots giveaway in which company representatives will drop in on 50,000 stores, theaters, sports arenas and homes awarding instant prizes to consumers who have Coca-Cola Classic in their possession.

Agencies: Concept developed by Coca-Cola USA, with help from McCracken Brooks Communications, Minneapolis. McCann-Erickson Worldwide's Momentum IMC, New York, handles execution, using a 225-person "Red Crew" to pass out prizes. W.B. Doner & Co., Southfield, Mich., created ad support.

Twist: The Red Crew breathes new life into the in-store game concept. It also fits into Coca-Cola Classic's global marketing strategy, which aims to generate extremely broad appeal for an iconic brand.

Vital statistics: Coca-Cola aims to hand out 200,000 instant prizes-mainly cameras, T-shirts and coupons-from Jan. 6 to March 3. In addition, it will hold five weekly random-draw sweepstakes beginning on Super Bowl Sunday. Consumers can enter at in-store displays. Each week, 10 winners will receive a Coca-Cola refreshment pack, and they will be told to be at home-with Coca-Cola in the house-the following Sunday, when the Red Crew will drop in on one of the 10 to award a Club Med vacation package.

Media: Point of purchase and a national TV campaign. Bottlers may create local TV or radio campaigns to support.

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

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