Dasani has teamed with Lance Armstrong in two promotions tied to his attempt at winning a sixth Tour de France this summer.
This month, the Go for Six instant-win game offers participants a one-in-six chance at winning some Armstrong related prizes each time they purchase two or more Dasani multi-packs. The prizes include Armstrong’s book, Every Second Counts, U.S. Postal Service official team bike jerseys, USPS team hats, Trek bicycles or free Dasani. Consumers can also enter a separate sweepstakes via tearpads at participating retailers.
The Follow the Liter promotion offers convenience store shoppers instantly redeemable tearpad coupons to save on the purchase of two 1-liter Dasani bottles.
Next month, Delta Airlines passengers will have a chance to win a trip to France, 25,000 SkyMiles or other prizes through an onboard scratch-and-win card program. A Tour de France Viewing Guide will be offered free to consumers at participating retail outlets.
A national TV ad titled Can’t Live Without a Challenge, supports the promotions and stars Armstrong, who gets into a chin up and hoop shooting contest with a stronger, taller rival. The ad, created by Berlin Cameron/Red Cell, a WPP company based in New York, debuted Monday.
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