ENCINO, Calif. -- "March Madness" brings added value to basketball for some retailers this year, as a new campaign appropriates the name for a consumer cross promotion between Video Software Dealers Association here and PepsiCo, Purchase, N.Y.
on Pepsi products -- including Pepsi, Diet Pepsi, Pepsi One, Wild Cherry Pepsi, Mountain Dew, Diet Mountain Dew and Sierra Mist -- will have inside liners imprinted with the name of a college. If that college becomes one of the "Final Four" in the NCAA playoffs, that bottle cap wins a $10 Mad Cash certificate consumers can redeem as Video Cash, Music Cash or Sporting Goods Cash. Other winning caps simply have the word "Wild."
In support of the program, Pepsi has purchased 240,000 Mad Cash certificates of $10 each, which can be used as Video Cash.
"We feel that consumers will be most likely to use their Mad Cash in video stores where additional funds won't be needed to make a purchase," said Andersen in a statement.
VSDA member retailers can automatically participate, since Video Cash is not a coupon but a check that can be deposited into their bank accounts. These deposits must be made by Oct. 7 of this year, while consumers have until Sept. 30 to spend their cash.