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SBD/12/Sponsorships Advertising Marketing
COCA-COLA'S SUPER BOWL PLANS IN DETAIL
Published January 12, 1995
For the second year in a row, Coca-Cola will "pitch a giant tent near the Super Bowl, where it will throw an 'interactive' party for fans." For five days in Miami starting January 26, the company will present "Touchdown Town," featuring NFL player appearances, live music and entertainment, games and attractions, a pin trading center and a nightly laser show. This year's party is expected to draw 100-120,000. According to Ben Deutsch, public relations manger for Coca-Cola's sports sponsorships and marketing, it will be the only Super Bowl-related activity to continue on the Monday after the game. This will be the fourth year Coca-Cola has stayed out of the on-air ad "fray during the game." Deutsch: "We've found that this is a better way to activate our sponsorship of the NFL. It brings the event to the consumer in the most direct possible way." The company also plans Round Two of "Coca-Cola Big TV" programming during Super Bowl weekend, this time teaming up with TNT. Programming will kick off Friday night during TNT's NBA game. Through the weekend, TNT will interrupt its programming hourly with news reports about the game. Ad sponsorship for Coca-Cola Big TV, estimated at $100,000 each, are believed to be sold out, with Coke, Reebok and Frito Lay "taking prominent positions in the telecast" (Cynthia Mitchell, ATLANTA CONSTITUTION, 1/12). McDONALD'S: Sources say that the two football fanatics featured in the company's Super Bowl ads will make several live appearances during the playoff games as well as the Super Bowl. McDonald's, however, has not yet decided whether to use the characters in Super Bowl spots which the company plans to use to launch a new tagline: "Have you had your break today" (Jeanne Whalen, AD AGE, 1/9 issue). AD WATCH: USA TODAY began a "Super Bowl Ad Watch" column. Today, Dottie Enrico profiles the National Pork Producers' two 30-second ads (USA TODAY, 1/12). HALF-TIME SHOW: Singer Tony Bennett will headline the Frito-Lay Doritos halftime show. The Raiders of the Lost Ark- inspired theme is being produced by Disney. Sony is teaming up with Blockbuster Music and Video shows for a sweepstakes promotion tied to the halftime show featuring Bennett (Jeff Jensen, AD AGE, 1/9 issue).