SBD/16/Sponsorships Advertising Marketing

BRANDWEEK NEWS & NOTES: SPRINT MAKING SUPER BOWL CENTS

          Leveraging its $24M-a-year NFL corporate sponsorship
     and "looking to drive its core Sprint Sense long-distance
     service, Sprint is readying its most aggressive promotional
     stunt to date, a phone card blowout backed" by $6M-plus in
     media, according to Terry Lefton of BRANDWEEK.   Sprint will
     offer 32 10-minute phone cards, each with the likeness of a
     ticket from a Super Bowl game.  Consumers switching to
     Sprint will receive four free phone cards and an extra four
     cards every four months after that.  Lefton adds the promo's
     "resulting signup volume likely will help Sprint determine
     whether its renews the big-ticket deal" (BRANDWEEK, 12/15).
          NOTE: Coors is "preparing an assault promo" on next
     year's MLB All-Star Game that will give one fan a chance at
     hitting a home run for the reward of $10M.  Sources say
     Coors will hold the event at Coors Field the day after the
     All-Star Game on July 7, with "expected participation" from
     Nolan Ryan.  Terry Lefton adds that the Coors contest "is
     the first in what will doubtless be numerous assaults on
     official game sponsors because of a discordant lineup of
     official sponsors (like Bud) and Rockies sponsors (Coors). 
     The Rockies also boast Coke, versus MLB's Pepsi; US West to
     MLB's MCI, and Visa to MLB's MasterCard" (BRANDWEEK, 12/15).
     
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