Labatt Breweries of Canada has gone to bat with General Motors of Canada and TSN The Sports Network for the biggest promotion in its history – the Labatt Blue Big Inning Contest.
The promotion is supported by a $1-million-plus multi-media advertising campaign.
From Aug. 2 through Sept. 30, Canadian fans tuned to Labatt Blue Jays broadcasts on tsn and the Telemedia radio network have the chance to win one of nine metallic blue 1993 Pontiac Grand Am SE automobiles.
Labatt Blue Big Inning score cards, based on a fictitious baseball game of bottles versus cans, will be available in specially marked cases of Labatt Blue and Blue Light, through a 1-900 number and, in some provinces, in-store.
The score cards are pre-printed with a score and during the seventh inning of each Blue Jay game, the winning Big Inning score will be announced.
The first 200 people with the correct score calling 1-800-267-PLAY become eligible for the prize, which is drawn randomly at the end of each week.
Pre-promotion advertising gets under way this week with tv spots on ctv, cbc and tsn, a full-page in the TSN Blue Jays magazine and one radio spot.
Advertising was created by Proteus Communications, with scorecards, in-store and other marketing material coming from Marketing & Promotion Group.
Both are Toronto firms.
