P&G Launches Multi-brand Campaign with Racing
Procter & Gamble has kicked off its first multi-brand campaign tied to the stock car racing season.
Coupons in the P&G brandSaver500 coupon booklet will feature a five-digit race code that consumers can enter online to play a racing game.
An icon featuring a checkered flag will help identify coupons for the six participating brands: Bounty, Gillette, Old Spice, Pringles, Prilosec and ThermaCare. The brandSaver booklet will be inserted monthly in select newspapers through Sept. 2.
A dedicated Web site, PGBrandsaver500.com hosts the game and a sweepstakes.
The goal is to complete 500 laps in an online race, which ends Sept. 30. Each code entered from one of the coupons is worth 15 laps.
Laps can also be earned by entering 12-digit UPC codes from products purchased at retail or by taking a racing quiz at the site. Each correct answer earns on lap. Players who complete 500 laps in the online race receive a P&G brandSaver 500 T-shirt.
Ten grand-prize winners get airfare for two, two nights hotel stay, two race tickets, $500 spending money, VIP access and the chance to meet a P&G sponsored race car driver, including Jeff Burton and Tony Stewart.
The 10 top winners, as well as the driver who completes the most laps in the online race, will have their pictures featured in the brandSaver and on the Web site. Also at the site, visitors can ask Liz Allison, an authority on stock car racing, questions like which track is the most family friendly or how to throw a racing party.
The campaign runs through September.
