Fox Sports is looking to use the Super Bowl as "a
promotional tool," Fox Sports Exec VP/Marketing Tracy Dolgin
tells Langdon Brockinton in the current INSIDE MEDIA. Dolgin
said they will use the game "to raise the ratings of our NFL
pregame show and our pro football broadcasts."
EXAMPLES: In September and October, 7-Eleven will team with
Fox, the NFL, Supercuts and Hershey to create an "extensive" in-
store marketing/merchandising program that includes a
sweepstakes. 7-Eleven consumers will be able to purchase NFL
team-specific coffee mugs with samples of Hershey's new candy,
"Tastetations," as well as a coupon for $1 off Supercuts
haircuts. Supercuts will also provide consumers with coupons for
the NFL mugs. Some mugs will have Hershey instant-win game
pieces, which include a Super Bowl trip promo. Other prizes
include free DirecTV for a year, including NFL Sunday Ticket; a
year of free Supercuts haircuts; and 30 Riddell replica NFL mini-
helmets. Supercuts also plans full-page ads in the September 2
and October 7 issues of Sports Illustrated. Fox is also
collaborating with sister company News America and with General
Mills for a "watch-and-win" Super Bowl sweeps. A one-page FSI
will be distributed in Sunday papers across the country with
discounts on General Mills products, the day's schedule of Fox
NFL games and a message inviting fans to watch "Fox NFL Sunday"
for a chance to win Super Bowl tickets. Winners are determined
if a FSI symbol matches one shown on the program that day (INSIDE
MEDIA, 8/14 issue).
AD SALES: INSIDE MEDIA's Brockinton notes the ten 30-second
spots left on Fox's Super XXXI telecast are all in the fourth
quarter. Joining Anheuser-Busch, Pepsi, Visa and Pizza Hut as
'97 Super Bowl advertisers are Nissan, Honda and General Motors.
Frito-Lay is reportedly in talks with Fox, along with "a few"
movie companies, as well as the National Pork Producers Council.
Sources say Porsche is also "likely" to join the ad lineup
(INSIDE MEDIA, 8/14 issue).
