Norwalk, CT-based Labatt USA brand is leveraging the mysterious "33" featured on bottles of Rolling Rock.
A six-week effort dubbed Hunt for 33 will have fans of ESPN's "SportsCenter" counting the number of "33s" surreptitiously placed (like on a chair or as a waitress' tattoo) in three TV spots airing on the Bristol, CT-based sports network. Participants then submit their totals at rollingrock.com to enter a sweeps giving away a grand-prize trip to Rolling Rock's annual Town Fair Music Festival, scheduled for July 27 in Latrobe, PA. Other prizes include bikes, coolers, and decorative beer tins. The program runs April 8 to May 29.
"SportsCenter" will run a small on-air billboard before the spots air to alert viewers. Consumers can also participate by finding "33"s that will be peppered throughout espn.com. McCann-Erickson, New York City, created the spots; Danbury, CT-based Project Support Team handles program administration.
