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ADVERTISERS LOOKING TO GET MOST OUT OF SUPER BOWL SPOTS
Published December 9, 1997
Volvo Trucks of N.A. and Mail Boxes Etc. have created contests tied to their lone ads during NBC's Super Bowl XXXII telecast "in hopes of protecting their investment," according to the AP's Skip Wollenberg. Volvo has collected more than 12,000 entries in a contest for a $120,000 truck. Its Super Bowl spot features a message that will inform 25 entrants that they remain in the running for the top prize. Mail Boxes Etc. has gotten more than 3,500 small-business owners to explain in 100 words or less why they should be featured in its Super Bowl commercial. DeWitt Media's Bob Flood: "If you have a limited budget, it makes sense to build some sort of grassroots way to increase interest in your Super Bowl ad." Wollenberg reports that Volvo has Super Bowl parties planned at 40 truck stops and figures that "at least half of its intended audience will be watching." Volvo is spending a total of $3M for the promo and its Super Bowl ad (AP/FT. WORTH STAR-TELEGRAM, 12/9).