PROMO PARADE
Promotions, events and specials for the industry
Dos Equis Game Changer Program Takes Sports Viewing to a More Interesting Level Dos Equis, one of the fastest growing upscale import brands in the U.S., is taking the sports viewing experience to a more interesting level at retail and onpremise with the debut of the Dos Equis Game Changer activation. Running January through March, Game Changer inspires adults to take their in-home sports viewing experiences to new heights while enjoying Dos Equis Lager and Dos Equis Amber. At retail, the Dos Equis Game Changer program elements will embrace shopper’s tournament season passions via engaging POS and channel relevant offers that inspire them to create unique game-viewing experiences and
share that excitement with friends. Onpremise, Dos Equis invites patrons to get into the competitive spirit by submitting their own version of the television legend lines for a bracket tournament. “Dos Equis consumers are big sports fans who embrace the passion and emotion of the January through March football and basketball tournament season,” said Gwendolyn Boyce, Brand Director Dos Equis at HEINEKEN USA. “The Most Interesting Legend Line Tournament leverages our successful Most Interesting Man campaign by engaging consumers in a competitive way on-premise, while also generating return traffic for the account.”
S. Pellegrino Partners with Chef Tony Mantuano For the 11th Annual Almost Famous Chef Competition The S.Pellegrino Almost Famous Chef Competition combined forces with Chef Tony Mantuano of Spiaggia – Champions’ finalist of Bravo’s Top Chef Masters season two and winner of the 2005 James Beard Foundation Award for Best Chef Midwest – to launch its 2013 kickoff. This North American competition differentiates itself from other culinary competitions through its deep commitment in advancing culinary mentorship and by facilitating direct relationships between renowned chefs and student competitors.
Big Red Soda Partners with 20th Century Fox for a Day to Die Hard Big Red, Inc. is partnering with 20th Century Fox on the Feb. 14th release of A Good Day to Die Hard, the new installment of the celebrated Die Hard movie franchise. Big Red and Fox have built a comprehensive 360 degree marketing campaign to promote both the film and Big Red. Big Red kicked off their “Zero 2 A Hero” promotion with millions of special-edition Die Hard themed packages, prize giveaways, and a grand prize contest - the Ultimate Die Hard Stunt Trip Adventure. During the promotion, Big Red and Big Red Zero 2 liter and 20oz bottles, and 12 packs will feature A Good Day to Die Hard and direct consumers to a custom microsite, http://www.Zero2AHero.com, where they can enter the Ultimate Die Hard Stunt Trip Adventure contest. One winner and a guest will travel to Las Vegas for two
days of adrenaline-pumping experiences similar to John McClane’s stunts in the Die Hard movies, including a stunt driving experience and nighttime helicopter ride. In addition to the Stunt Trip, starting in February, consumers will have the opportunity to win thousands of Die Hardrelated prizes at Zero2AHero.com. Winners can win movie tickets, the Die Hard 25th Anniversary Blu-Ray Collection, and A Good Day to Die Hard movie posters. Big Red has also partnered with a select number of retailers across the country to give away thousands of tickets to advance screenings of A Good Day to Die Hard in 12 markets. Big Red and Die Hard displays and point-ofsale will direct consumers to text retailerspecific code words to enter. Consumers can visit participating Kroger, Jewel, or Winn Dixie stores to enter.
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With more than a decade under its belt, the S.Pellegrino Almost Famous Chef Competition has an inside perspective in the kitchen and has witnessed relationships cultivate between these chef judges and student competitors. Culinary students representing 75 schools will test their mettle for a place at the finals in Napa Valley this March. Across the 10 regional competitions, students will showcase their skills in hopes of securing an apprenticeship with a participating chef and more than $20,000 in winnings. New this year, consumers will be encouraged to participate in the Claim to Almost Fame “Signature Dish” online S. Pellegrino Almost Famous Chef Competition Facebook sweepstakes. They will be encouraged to share their own Signature Dish, with a chance of winning a trip to the finals in 2014, as well as the honor of having a professional chef recreate their winning dish at a dinner party for 10.