Gillette Co., Boston, this month launches Shoot for $1 Million, a three-month sweepstakes leveraging its World Cup soccer sponsorship that will run in 50 countries.
"Spot the Ball" entry forms on P-O-P displays around the globe (the program is not running in the U.S.) will carry a photograph from a soccer game with the ball removed; consumers are required to identify where the ball should be. One or two winners from each nation will be selected from among the correct entries (70 winners in all) for a five-day trip to Japan in June for the World Cup Finals. Those winners will be whittled down to 16 (through another round of "Spot the Ball") who will head onto the field for a kick-off. The winner of that gets a chance to shoot a ball through a target for the grand prize.
Gillette is managing the program in-house and farming out country-specific execution assignments to marketing shops and publicity agencies in each country. New York City-based p.r. shop Alan Taylor Communications will handle p.r. elements at the Finals in June. Gillette first began its relationship with the World Cup in 1970.
