Agency: SFX's Contemporary Marketing, New York
Effort: Pringles Pop Quiz
Twist: Leveraging its nationwide network of concert venues and in-house marketing unit, entertainment marketing company SFX created a promotion for P&G's Pringles snack food through its in-house unit, Contemporary Marketing. At 31 major amphitheaters operated by SFX, concertgoers will get a chance to compete in a live rock 'n' roll trivia game show before each concert. Prizes include tickets to other SFX concerts and Six Flags theme parks, plus T-shirts and music memorabilia.
Vital statistics: The Pringles Pop Quiz will be an installation at designated concert venues throughout the summer, where artists including Backstreet Boys, Aerosmith and Moby are performing. A giant Pringles can, which shows the scores of contestants, will be erected at each site from now through September.