A Century 21 Real Estate sweepstakes drew 125,000 this past spring and the eight finalists are set to gather next week in a competition for the grand prize.
The real estate company’s All Star Sweepstakes is sending the finalists to the Century 21 Home Run Derby competition in Pittsburgh, PA, for the chance to win $250,000 toward the purchase of a home.
On July 10, each finalist will be matched with a 2006 MLB player. The finalist paired with the slugger who hits the most home runs to capture the derby title will win the grand prize. The competition is being held during the MLB’s All Star Week, which runs from July 7-11.
“This is a wonderful way for us to communicate the Century 21 brand by being affiliated with a high-profile event that the MLB has had for a long time,” said John Greenleaf, senior VP-marketing at Parsippany, NJ-based Century 21.
The sweeps, which is in its eighth year, will leverage Century 21’s role as the official real estate organization of Major League Baseball.
The promotion is integrated across a number of media, including a presence at MLB.com and national TV where viewers see the brand during games on ESPN, Greenleaf said.
As in past years, the company plans to activate its partnership with the sport by handing out 60,000 branded banners during the event. It also has in-field signage including a logo behind home plate.
Meanwhile, Century 21 offices nationwide are building off the event by chiming in with their own versions of home run derbies at local ballparks.
“The longevity of the [baseball] season allows our affiliates to connect with baseball anywhere in the country” which presents Century 21 with the perfect opportunity to build brand awareness, Greenleaf said.
Octagon’s Norwalk, CT-offices handle the promotion. New York City’s Weber Shandwick handles p.r. and media agency Grey’s MediaCom, also New York City, handles advertising.
Century 21 is comprised of more than 7,800 independently owned and operated franchised broker offices in more than 40 countries and territories worldwide. The company is a subsidiary of Cendant Corp.
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