P&G Drafts a Sweeps at Publix
Procter & Gamble and Publix activated their joint sponsorships of the National Football League's Atlanta Falcons, Miami Dolphins, Tampa Bay Buccaneers and Jacksonville Jaguars by running a sweepstakes ahead of the April 26-28 NFL Draft.
Consumers entered the "Draft the Best" sweeps from March 5 to April 15 through the co-op promotionpg.com website or through individual team websites. Much like with the "Tackle Everything" sweeps the partners run every football season, prize pools varied based on which team consumers selected upon entry. For instance the Falcons version awarded one winner with VIP passes to the team's draft party, a chance to meet a draft pick, four tickets to a regular season game and a $500 voucher to spend on team merchandise at the stadium; the Tampa Bay Buccaneers sweeps awarded the grand-prize winner tickets to the draft and the season opener plus two autographed jerseys, along with doling out draft party tickets to four runners-up. Framingham, MA-based Cohen-Friedberg Associates handled.
Standees promoting the sweeps in stores were outfitted with QR codes linking to the co-op entry page. Facebook and Twitter updates from the relevant teams supported. The Draft the Best message also appeared in a feature in Publix's March 24 coupon book spotlighting deals on Crest and Old Spice.
Danone North America also activated its NFL sponsorship ahead of the draft with a feature in Publix's April 14 coupon book plugging Silk and Oikos Triple Zero.