ConAgra, Cartoon Network Offer ‘Big Wig’ Sweeps
In it’s first ever multi-brand promotion with a television network, ConAgra is teaming up with Cartoon Network in a new sweepstakes, which offers one winner the chance to be boss of the network for a day.
Consumers 16 and under can register for the Big Wig Gig! sweepstakes by logging on to CartoonNetwork.com/BigWigGig and entering an e-mail address. The sweepstakes awards a grand prize of a four-day, three-night trip for four to visit Cartoon Network in Atlanta, GA, for a behind-the-scenes tour and an opportunity to help program a three-hour Cartoon Network marathon. The grand prize also includes lunch with Cartoon Network executives and $2,500 spending money. One hundred second-prize winners will each receive a Codename: Kids Next Door Volume 1 Nintendo Game Boy Advance Game Pak.
Big name brands including Kid Cuisine, Hunt’s Snack Pack pudding, Armour LunchMakers and Act II microwave popcorn will promote the Big Wig Gig! sweepstakes highlighting characters from four top Cartoon Network series with on-pack messaging on 25 million packages though July.
Character tie-ins to ConAgra products include Scooby-Doo, Where are You? with Kids Cuisine; Ed, Edd n Eddy with Hunt’s Snack Pack; Foster’s Home for Imaginary Friends with Armour LunchMakers and Codename: Kids Next Door with Act II microwave popcorn.
“Our goal was to brainstorm a grand-prize package that would allow the winning child to live out a true-life fantasy,” said Phyllis Ehrlich, senior VP-promotions marketing, Cartoon Network sales and marketing in a statement. “Empowering him or her to program Cartoon Network with their favorite shows and characters for the three-hour marathon and spend an entire day at Cartoon Network headquarters seemed to offer the perfect combination of creativity, authority and peer recognition.”
Wal-Mart Supercenter stores will help kick off the sweepstakes with an in-store event on May 14. Greeters dressed in Cartoon Network T-shirts at 1,000 stores nationwide will distribute Big Wig Gig! Trivia Hunt Cards that feature questions about favorite Cartoon Network characters (answers are on the participating ConAgra Foods packages). ConAgra Foods will also offer in-store displays of their kids’ brands and sponsor free in-store sampling of Act II popcorn and Hunt’s Snack Pack Triples pudding.
“We have struck a great partnership with Cartoon Network and together are delivering a truly integrated, multi-media program for a core group of ConAgra Foods brands,” said Mike McMahon, VP-integrated marketing services for ConAgra Foods. “Our goal was to develop a kid-empowering concept that would unite our brands under a common theme.”
TV spots, Internet materials, on-pack materials and print ads support. Cartoon Network is handling in-house. Flair Communications, Chicago, handles print ads and floor talkers for ConAgra.
