The increasing financial stakes among corporate
promotions, such as the AT&T $2M shootout, are examined by
Greg Johnson of the L.A. TIMES. Five years ago, $1M was
seen as a "worthy first-place prize," but Coors' $10M Home
Run Derby grand prize around the MLB All-Star Game was
"designed to make Coors' contest stand out" and raise
consumer awareness over "what constitutes serious money."
Coors Manager Corporate Communications Dave Taylor: "There's
definitely some kind of contest inflation going on. Since
any marketing or advertising angle has to be relevant to the
target, a million dollars is now 'Been there, done that.'"
AT&T spokesperson Burke Stinson: "The buzz is what you're
going for on this one. It really sounds ludicrous to be
saying this, but $1 million isn't what it used to be in
terms of many people's perceptions." Johnson adds that the
actual contest is "secondary to the promotional activities
staged for weeks leading up to the contests." Coors
estimates that its $10M promotion has already generated $1M
in free publicity. AT&T's Stinson: "We want people to win
because the buzz is 20 times higher" (L.A. TIMES, 6/11).
DERBY DANDY: ESPN will offer fans watching its live
coverage of the MLB Home Run Derby, Monday, July 6, the
chance to win a grand prize trip to next year's event
through a joint promotion with MLB. Viewers who identify
the MLB player to hit the longest home run during the first
round of the derby will be eligible for the prize (ESPN).
