The "Great Mustang Giveaway" is part of an integrated marketing promotion celebrating the 30th anniversaries of the convenience store chain and Ford Motor Co.'s sports car. Each day, the sweepstakes is awarding a Mustang from a different year to one winning customer.
Philadelphia-based Wawa has stores in five mid-Atlantic states. The promotion also includes incentives in the 518 stores to test-drive cars at local Ford dealerships and buy snack and beverage products from Frito-Lay, Pepsi-Cola Co. and Tastykake.
Earle Palmer Brown Promotions created the effort, which began late last month and runs through May 30. Sister ad agency EPB created a TV and print campaign.
Customers enter the sweepstakes at displays inside Wawa stores. The drawings are held weekly, and a new winner is announced live nightly on local NBC stations.
Another cross-promotion at point of purchase involves 124 Ford dealers. The dealers are offering a Nolan Ryan baseball to adults who test-drive a Ford during the event. A 10-second tag promoting the dealerships' incentive is included in the promotion's 30-second TV spot.