Hockey star contest resets bar for prizing

A giveaway every hour for 56 days, plus a chance to hang with Sidney Crosby?

The Get your Game On with Sidney Crosby contest was launched on Tuesday. Grand prize: the chance to meet the rising Canadian hockey star during a game in Atlanta.

But it’s the sheer munificence of the contest’s other prizes that’s raising eyebrows. To promote its Pepsi, Lay’s, Doritos, Gatorade, 7UP and Doritos tortilla chips brands, Toronto-based Pepsi-QTG Canada is giving away one prize every hour for 56 days. Until Nov. 3, consumers who buy specially branded packages of these products have the chance to win one of 1,344 prizes after finding an entry or UPC code and registering online.

Prizes include four ‘Meet Sidney Crosby Experiences’; 960 Sports NHL 08 video games; 200 Xbox 360 Core video game and entertainment systems; 120 Samsung 32′ LCD HDTVs; 28 hockey sticks and 28 replica jerseys autographed by Crosby; and four NHL All-Star Game ‘VIP Experiences’ in Atlanta.

‘For passionate hockey fans, the countdown to the next season begins as soon as the Stanley Cup is skated around the rink in June,’ explains Tom Hare, VP of marketing at Pepsi-QTG Canada. ‘We’re fans ourselves, and we feel the same anticipation, so we put together a promotion that we’re sure fans won’t be able to resist.’

To publicize the contest, TV spots created by the NHL network and CTV will air on the TSN and NHL networks until Nov. 3. Online, banner ads prepared by TSN and NHL are appearing on, and other sports-related websites. And in-store, POS material and promotional packaging were created by Capital C. Media buys were done by OMD Canada, while Fleishman-Hillard is handling PR. The microsite for the contest was developed by IC Group. All these agencies are Toronto-based.