Petro-Canada and Globe give the gift of gas

The Globe and Mail encourages in-depth reading in a new contest involving PetroCan swipe-card insertion and in-store giveaways.

Petro Canada has teamed up with The Globe and Mail on a swipe-card giveaway and contest in selected markets across Canada.

The promotion, which started this week, includes a Petro-sponsored contest called ‘Winning Words,’ in which contestants find a hidden word in the Globe and then go to a Petro-Canada-slash-Olympics branded microsite where they enter the word for a chance to win. The grand prize is a trip for two to the 2010 Games, including three nights in Vancouver and $3000 in folding money.

The promotion also includes the insertion of 150,000 Petro-Canada swipe cards in the Globe‘s Toronto, Calgary, and Vancouver markets. The cards have a value of $2.50 and can be registered on the microsite so that each time the card is swiped an additional contest entry is generated. The cards will also be given out at Petro Canada locations by promotional teams, an effort handled by Toronto-based Newspaper Marketing Group.

The contest is being supported by an ad campaign in The Globe and Mail, with creative by Toronto’s Naked Creative, and POS in Petro-Canada locations.
‘The Winning Words Contest engages Globe and Mail readers and encourages Canadians to take an in-depth look at their paper for a chance to win,’ Lisa Lama, The Globe and Mail, told MiC.