EVENTS & PROMOTIONS: PROMO SPOTLIGHT: 'GATORADE CHAMPIONSHIP' REACHES FANS OF EVERY STRIPE

By Published on .

Marketer: Quaker Oats Co., Chicago.

Effort: "The Gatorade Champ-ionship."

Agencies: Foote, Cone & Belding, Chicago; TPN, Dallas.

Twist: For its largest promotion ever, Gatorade cuts across all sports loyalties with an instant-win, under-the-cap integrated promotion harnessing five major sports leagues-the NBA, NFL, NHL, Major League Baseball and Nascar. Consumers have a one in 15 chance of winning nearly 14 million prizes.

Vital statistics: The promotion launched May 1 with prizes hidden under the caps of Gatorade in 16-ounce, 32-ounce, 64-ounce or gallon bottles. Fifteen grand prizes consist of expenses-paid trips for two to attend all five top sports championships. TV, radio, print and online promotion (www.

gatorade.com) plus point-of-purchase materials support.

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

In this article:
Most Popular