Effort: "Viva Elvis Sweepstakes" and promotion.
Agency: Promotion conceived in-house; radio and print ads via Hanft Byrne Raboy Abrams & Partners, New York.
Twist: Foster Grant launches its largest promotion ever this summer, centering on a sweepstakes to win the actual pair of Foster Grants worn by Elvis Presley. The Flying Elvi skydiving team of Elvis look-alikes will hype the promotion by parachuting into two nationally televised events in Texas-a concert and an Indy race-June 6 and 7. The promotion includes a $3 mail-in rebate, with the purchase of one pair of Foster Grant sunglasses, on any of 18 Elvis films to be released on video next month by Metro-Goldwyn-Mayer. A limited number of replicas of Elvis' sunglasses are also being sold by mail to Presley-philes.
Vital statistics: The point-of-purchase promotion and sweepstakes launched in late May and continues through Aug. 31. Five entrants will win expenses-paid trips for two to Grace-land on Elvis' birthday, Jan. 8, 1998, when one of them will be named the grand prize winner of Elvis' sunglasses. Radio commercials back the promotion, along with print ads in Elvis fan magazines.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.