BUDWEISER TO BREAK SOUND BARRIER THIS SUMMER
By Adnews Staff
Montreal-based Palm Publicité Marketing has constructed a new summer promotion for Labatt Breweries' Budweiser brand. The "Défoncez le mur du son" (Break the Sound Barrier) promotion will award 230 rocks fans a boarding pass for the Air Bud jet which will fly to a Stone Temple Pilots concert this fall. The city and date of the show have not yet been determined. Fans have three ways to win a pass for the Air Bud jet. First, they can find one of 5,000 entry forms in specially-marked 12 and 24 cases of Budweiser and mail it in. A random draw will award 90 winners a boarding pass for themselves and a friend. This component of the promotion will be supported with a 30-second French language television spot, 30-second English and French radio advertising and with POP materials. Second, fans can be one of the first 200 guests at any Sound Barrier event this summer, thus receiving a scratch card for a chance to win. Sound Barrier events will be held in 24 bars and restaurants in Quebec. A fan who orders a Budweiser while at a Sound Barrier event will also receive an entry form for one of 24 passes for two. Lastly, fans can tune into Montreal radio station CKMF-FM for a chance to win the last pair of Air Bud passes. Budweiser's Break the Sound Barrier promotion is being produced in partnership with Musique Plus and the Radio-Énergie network.