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Volume 24 No. 156
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Quaker Oats Leveraging NFL Tie-In With Super Bowl Sweepstakes

Pepsi's Quaker Oats unit is leveraging its NFL ties this season with a sweepstakes that offers a top prize winner the right to run the game ball onto the field before the start of Super Bowl XLVII. Aiming at six- to 13-year-olds and their moms, the contest asks consumers to go to a website and join the NFL's Play60 initiative, which is attempting to fight childhood obesity by encouraging them to get 60 minutes of exercise daily. Marketing support from the NFL's official hot cereal sponsor includes web video from Colts QB Andrew Luck and POS.