TITLE

Coke takes Powerade to the net

AUTHOR(S)
Kramer, Louise
PUB. DATE
April 1999
SOURCE
Advertising Age;4/26/1999, Vol. 70 Issue 18, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article describes Coca-Cola Company's summer promotion for its Powerade sports drink in the U.S. The promotion is designed to be more engaging than the typical instant-win game. The promotion requires teens to activate a computer game, dubbed Powerade Keep Playing Challenge, on Powerade's Web site using an 11-digit code printed behind the brand's label. Players can select one of four sports to play to find out if they are a winner. The interactive effort was sparked by research that shows teens are bored with promotions that reveal if you are a winner or not when you twist off a cap or peel off a label. Network TV to support the game starts on April 26, 1999 with a 30-second spot from McCann-Erickson Worldwide. Radio and print also will be used. In the game, if the team wins then the consumer wins. If the team loses, there is a second chance including the World Series or the Super Bowl.
ACCESSION #
1850331

 

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