Toronto-HQ’d Campbell Canada – in cahoots with the Canadian Football League and CBC – launched a high-profile online contest on Monday. Top prize is the chance to tailgate with some of the league’s top players at the 2007 Grey Cup in Toronto in November. Included in the prize package are transportation and accommodations in Toronto, two VIP tickets to the big game, exclusive access to Grey Cup festivities and opportunities to socialize with CFL players.
In this promotion for two new BBQ-inspired Chunky soups, contestants have until November 5 to submit tailgate party-related videos, photos and stories. Their entries will be viewable on the microsite, and plans are to showcase some of the best on two CFL on CBC pre-game shows – the first time that consumer-generated content will have been repurposed into a CFL broadcast. A judging panel of reps from CFL on CBC, Campbell and the CFL will determine the winning submission.
‘Consumers consistently tell us that football is a great sport for Chunky to be associated with, and we couldn’t agree more,’ says Campbell brand manager David Allard. ‘In partnership with CBC, we’re able to engage our consumers with relevant, high-impact programs and experiences around the CFL.’
Contest submissions will be solicited via a 30-second Call to Action promo spot (developed in-house at CBC), which will air on CFL on CBC telecasts and throughout the regular schedule, with media buying by Toronto-based OMD.
Additionally, Campbell will be distributing Chunky Soups samples and coupons for its new flavours at CFL games throughout the season. Toronto’s Accumark Communications is handling PR and media relations.
