Next week, Sears will break an ad starring basketball greats
Kareem Abdul-Jabbar and Sheryl Swoopes as part of its "Legends of
the Final Four" sweepstakes, according to BRANDWEEK. The spots,
created by Ogilvy & Mather/Chicago, will tout a sweepstakes in
which the winner gets a trip for four to the '97 Final Four and
sits next to Abdul-Jabbar and Swoopes. Sears is also offering
"Legends of the Final Four" trading cards at $1.39 per seven
cards. There are an equal number of men's and women's cards.
Proceeds will go to "Coaches vs. Cancer." The sweepstakes
complements Sears' increasing activities in college athletics.
The company started the Sears Collegiate Champions program two
years ago which hands out 1,850 men's and women's athletics
awards including the Sears Director's Cup, going to the NCAA
school with the best record in 22 sports. This grassroots
program gives Sears stores a chance to be active in their
communities. Sears is using the sweepstakes offer and card
merchandising to spark a "consumer drive" for its college events
(Elaine Underwood, BRANDWEEK, 3/11 issue).
