Hershey is bringing dessert to Brad Paisley’s bonfire.
The Hershey Co. is the presenting sponsor of the country singer’s 78-city tour, “Bonfires and Amplifiers.” To leverage that, Hershey breaks an on-pack sweepstakes today, awarding five grand-prize winners each a stint on Paisley’s road crew.
The S’more Access the Brad Paisley sweeps puts codes on 100 million packages of Hershey chocolate. Fans enter the codes at Hersheys.com/Paisley to see if they have won. The grand-prize packages include a trip for the winner and a guest to one of Paisley’s concerts, backstage passes, specific road crew duties and a meeting with Paisley.
Lesser prizes include custom autographed guitars, exclusive music downloads and memberships in Paisley’s fan club.
The sweepstakes runs through yearend via promo shop TPN. Participating products are Hershey’s milk chocolate and Special Dark single bars and six-packs, as well as bags of Hershey’s Miniatures and Hershey’s Nuggets.
Paisley’s tour began last week and runs through Nov. 17, with performances across the U.S. and Canada. Hershey will give s’mores samples to fans at the concerts, and at other high-traffic summer venues.
Paisley also will appear in a TV spot for Hershey that breaks May 20 via Arnold Worldwide. That ad shows Paisley playing with his band mates and friends at a s’mores party.
The “Bonfires” tour is good timing. This year marks the 80th anniversary of s’mores, which first appeared as a Girl Scout recipe in 1927.
This is Hershey’s second promotional performance with a country-music tour. Last year, the brand was presenting sponsor of Tim McGraw and Faith Hill’s “Soul 2 Soul” tour. Hershey has also had musical marketing tie-ins with Jessica Simpson and Hilary Duff.
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