as -- Dr Pepper Co. here has announced three new "Pigskin Promotions" to coincide with the upcoming college football season. In the promotions, consumers can check under the caps of specially marked 20-ounce and 1-liter Dr Pepper and Diet Dr Pepper products to see if they've won one of many instant prizes, including trips to championship games, electronic football games, footballs, caps and Dr Pepper products. "Pepper Pigskin" will run nationally; "Pepper Punt Payout" will air in Big 12 Conference markets; and "Pick Your Kick" will air in Southeast Conference markets. The highlight of the campaign will be a field goal attempt, by a lucky Dr Pepper drinker, worth $1 million. The attempt will take place at halftime of the SEC championship game Dec. 5 in Atlanta, and will be nationally televised. Dr Pepper will support the fall campaign with point-of-sale materials, a 20-second radio tag and its regular television spots during college football games.
ELVES AND ELECTRONS TEAM
ELMHURST, Ill. -- Keebler Foods Co. here and Nintendo of America, Redmond, Wash., have teamed up to introduce Nintendo's newest game, Banjo-Kazooie, with a national instant-win game. Keebler's "Find the Magic Puzzle Piece" contest scratch-and-win game pieces will be found in specially marked boxes of Keebler's Chips Deluxe, E.L. Fudge, Cookie Stix, Butter Cookies and Cracker Sandwiches. Prizes include Nintendo games and hardware, Nintendo Power Magazine subscriptions and coupons for free Keebler products. In addition to offering the scratch-and-win game piece, each specially marked Keebler package will carry inside a tip card, full of clues and advice to help kids master the game. The in-pack game begins July 19 and will be supported via point-of-purchase displays and on Nickelodeon, WB Kids, The Cartoon Network and several syndicated children's programs. Print ads will run through Sept. 12.
BOWLING WITH BUD
ST. LOUIS -- A new TV campaign for Anheuser-Busch's Budweiser and Bud Light brands celebrates the hidden language of bowling with a series of 30-second spots scheduled to run for the remainder of the year. The humorous spots will reveal to non-bowlers the meaning of "I was headed for Brooklyn and wound up in Cincinnati," "My mother-in-law moved in and never left" and other cryptic phrases. The ads will run during network and national cable sports programming, including pro bowling on CBS, auto racing on CBS and ABC, boxing on USA Network, the Goodwill Games on TBS, and spot programming on ESPN2 and Comedy Central. The ads will be supported by national print advertising. Anheuser-Busch, here, last year signed a multiyear agreement for Bud and Bud Light to become "Official Beers of Bowling."
A&P, GIANTS HUDDLE
EAST RUTHERFORD, N.J. -- The New York Giants and A&P, Montvale, N.J., have announced a 21-week sponsorship agreement for the Giants preseason and regular season schedule. The program will be called the "New York Giants Tailgate Club" and will feature Giants-themed endcap displays in all 120 A&P and 38 Food Emporium units in the metropolitan New York market.
HOT DOG HUNTS VOICES
MADISON, Wis. -- Oscar Mayer's Foods famous Wienermobile is on a roll -- throughout the country in search of kids who can carry a tune. The famous frank on wheels will visit about 125 zoos, minor-league ballparks and other family-fun destinations in some 70 cities this summer, auditioning potential stars to sing the time-honored Oscar Mayer jingles in a new TV commercial. The search concludes Aug. 30. The grand prize "wiener" will receive a $20,000 college scholarship. Official entry forms are available at participating stores. The deadline for mail-in videotape entries is Sept. 4.