Hostess Revs Race Divas for On-Pack Game
Hostess is taking another spin around the track with the ladies.
The company is running an instant-win game featuring its three Hostess Race Divas, professional race drivers Danica Patrick (from the Indy Racing League), Melanie Troxel (from the National Hot Road Association) and NASCAR’s Leilani Munter.
The License to Speed campaign puts game codes in packages of Hostess Twinkies, Cup Cakes and Donettes. Players text their codes to DIVAS, then get an instant-win message on their cell phones.
The top prize is a three-day trip for two to the Jeff Gordon Racing School in Miami. Fifty first-prize winners will each get $100 cash.
The game runs through April 6 in convenience stores nationally. Interstate Bakeries Corp. markets Hostess cakes.
The brand’s first promotion with the Divas, a Treats and Tracks online game, ran last spring, awarding 10 grand-prize trips to races in Daytona, Indianapolis or Las Vegas (PROMO Xtra, Feb. 8, 2006). Hostess first signed the racers in November 2005 to form its Diva team.
Meanwhile, fans can get a 2007 Race Divas calendar, with photos, recipes and monthly coupons, by redeeming proofs of purchase from packages of Twinkies, Cup Cakes, Ho Hos or Donettes. Consumers print out an order form for the self-liquidating offer ($1.15 in postage and handling) at HostessCakes.com.
Momentum Worldwide, St. Louis, handles the Race Divas campaign.
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