CANADA BUD BOWL RETURNS
By Adnews Staff
Budweiser will again hold a Cross Canada Bud Bowl promotion on Feb. 3 to coincide with Super Bowl XXXVI. The Bud Bowl consists of special events in Vancouver, Calgary, Winnipeg, Fredericton and St. John's. Each event involves TV monitors displaying the game, live performances by NFL cheerleaders and contests for a trip to the Pro Bowl in Hawaii and other prizes. Each venue attempts to recreate a football stadium, including 240 square-foot screens between 18 foot tall goal posts, a light and sound show and authentic turf. Budweiser has been holding the Bud Bowl promotion for the past three years and has partnered with the National Football League in Canada for 15 years. Distribution of passes to the 2002 Cross Canada Bud Bowl events began in the fall as part of an in-case collector coin promotion. A second phase is currently distributing the last batch of passes in specially marked cases of Budweiser. A television advertising campaign created by Downtown Partners, formerly PJ DDB Downtown, is promoting the events.