The push starts in October with a new TV spot from Bozell, New York. That agency also is handling the $10 million, fourth-quarter media schedule for the sweepstakes.
T-BIRDS GIVEN AWAY
"Big Play" offers six limited-edition Ford Motor Co. Thunderbirds with custom decals from Roush Racing and $4 rebates for a case of DuraBlend.
The six T-birds together, said Steve Kirchner, VP-marketing for Valvoline, cost more than $150,000.
However, Mr. Kirchner said, "you can't really put a price on them" because of their customized nature-and because Ford will stop making Thunderbirds later this year.
The marketer kicked off the "Big Play Sweepstakes" Aug. 23 with a 15-second spot from Bozell. It shows the car of Nascar driver Mark Martin driving through football goal posts and broke during ABC's Pigskin Classic-part of what has become Valvoline's traditional fall sports buy on the network.
NCAA, NFL PRESENCE
Valvoline sponsors ABC's NCAA football halftime show, which will air 26 times this fall carrying college scores from around the U.S. with ad copy for the "Big Play."
The buy includes "NFL Monday Night Football," other select NFL programs and Nascar race telecasts.
Valvoline, Quaker State and Castrol are fighting it out in a tight race for the