The Coca-Cola NFL Red Zone promotion gives fans a chance to
win a lifetime of all-expenses paid trips to the Super Bowl. The
grand prize will be awarded to finalists from a random drawing of
those who match their Coca-Cola NFL Red Zone number -- found
under the red cap or red tab on specially-marked Coke bottles and
cans -- with the total points scored from the Red Zone (the area
between the goal line and the 20-yard line) during select ABC
"Monday Night Football" games. Six first prize winners get a
trip to Super Bowl XXXI in New Orleans, and other prizes include
6,000 NFL team Starter jackets.
DETAILS: The promo runs from September 30-November 6. The
first prize drawing takes place on or about January 8, 1997,
while the grand prize drawing will take place at Super Bowl XXXI.
The promo will be supported by national TV and print and local
radio. In addition, starting September 27, a 75-second "Coca-
Cola Presents the NFL Red Zone," will air on more than 9,000
movie screens across the country (Coca-Cola). The company won't
disclose what they are spending, but marketing execs estimate
$45M, including $10M in TV spots and other ad media (ATLANTA
CONSTITUTION, 9/18).
