Under its sponsorship of the Ultimate Fighting Championships, Mickey’s Brewing is running a sweepstakes to generate interest in its beer and the sport of mixed martial arts.
Mickey’s Throws Down is the brand’s latest promotion that offers the winner a trip for four to Las Vegas, admission to a UFC event and a fight lesson with light heavyweight Forrest Griffin.
As part of a summer promotion, Griffin, a fan favorite, appears on 24-ounce collector’s cans sold at convenience stores and gas stations. Other featured fighters include Chuck Lidell, the light heavyweight champion and George St. Pierre.
The promotion runs through Aug. 31 at MickeysThrowsDown.com. Daily prizes include Mickey’s-branded sweatshirts, hats, T-shirts, ice buckets and rebates on UFC pay-per-view events. Winners will see the words “You win a prize” appear on the computer screen.
A related offer, available through Aug. 30, lets visitors to the site obtain coupons, rebates on UFC pay-per-view events, discounts on Mickey’s apparel, Forrest Griffin ring tones and Web chats every Thursday from 7 pm to 8 pm.
Mickey’s, a malt liquor brand owned by SABMiller, signed on last summer as the exclusive beer for UFC. Its decision to get involved with mixed martial arts stemmed from consumer research it conducted in 2006 as plans for a new brand positioning got underway.
At the fights, Mickey’s is sold at concession stands where possible. And the brewer stages mock weigh-ins for consumers. Attendees can have their photos taken posing with Mickey’s models.
In addition, Mickey’s nights are being held in bars in at least 10 cities this year during pay-per-view fight bouts.
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