YAHOO! CANADA AND PEPSI FLIP CAPS IN CONTEST
By Adnews Staff
Yahoo! Canada and Pepsi-Cola Canada Ltd., both based in Toronto, are undertaking a joint contest as the first activity of an alliance that is meant to combine the strengths of the two brands. Called the "It's a flippin' cap contest", players collect liners from the caps of specially-marked bottles of Pepsi drinks and track them online at <http://www.md.yahoo.ca>, attempting to spell out the names of prizes in order to win them. The grand prize is a snowboarding trip to Whistler B.C. Certain caps will also make the player an instant winner of Pepsi products, up to $100 in cash, or discount coupons from HMV.com, Jester.com, Indigo.ca or bigdeal.com. Game pieces can be found under the caps of Pepsi, Diet Pepsi, Wild Cherry Pepsi, 7Up, Mountain Dew, Mug Root Beer, Dr. Pepper, Crush Orange and Lipton Brisk Iced Tea bottles. "Tweens and teens love our brands, and they spend a lot of time surfing the Net," said Pepsi Canada's marketing director of carbonated soft drinks, Richard Burjaw. "Yahoo! Canada possesses strong industry knowledge in targeting this demographic, and has forged an outstanding relationship with them online, so it makes perfect sense for Pepsi and Yahoo! to launch a cooperative marketing initiative." The contest kicked-off on January 1 and closes April 30. It is being supported by public relations activities from Environics Communications of Toronto.