Marketers challenge consumers to Super Bowl contests
— -- Marketers are playing up the "u" in Super Bowl for their game promotions.
KFC's contest, which began Tuesday, invites football and fried chicken fans to upload video of themselves doing an arm-flapping "chicken dance" at ShowUsYourHotWings.com. The most creative dancer wins a KFC-catered Super Sunday party package that also includes a new flat-panel TV, limo service for the guests and cleaning team to tidy up the next day.
The consumer-focused contests come as companies vie to generate more interaction with their brands. Past customer participation may have simply meant filling in a sweepstakes form, but now, in many cases, it means doing a trick for the treat.
"This is a way to get our customers really engaged," says KFC chief marketing Officer James O'Reilly.
"You"-themed Super Bowl contests began to catch on last year.
Frito-Lay's Doritos asked consumers to upload 30-second videos praising its chips. More than 1,000 were entered, and two winners aired as Doritos ads in the game.
Alka-Seltzer invited consumers to rewrite its "Plop, Plop, Fizz, Fizz" jingle. Hundreds participated, and the winning song was showcased in a pregame ad.
This year, marketers — and consumers — are back in action. A look at performance-related promotions linked to Super Bowl XLII:
•Upper Deck. The trading-card maker's Touchdown Dance Challenge asked consumers to submit videos of their best end-zone celebration to UpperDeckSweepstakes.magnify.net. An Upper Deck team will pick "the most original and creative entry that sparks laughter," says spokesman Terry Melia. That dance champ will get two tickets to the Feb. 3 game, plus Phoenix airfare and hotel.
•Coors Light. Fans can upload a video plea to CoorsLight.com or CoorsBeer.com that tells why they deserve tickets to the Big Game. The most creative and persuasive beggars will win tickets to this year's game in Phoenix or next year's in Tampa. Airfare and hotel are included.
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