MIKE'S HARD LEMONADE CONTEST WINNERS RECEIVE BILLBOARDS
By Adnews Staff
Billboards went up this week in Toronto, Calgary, Edmonton and Vancouver bearing the likenesses of Leo van Ulden, Kirk Heron and Rob Franklin. The three were the winners of Mike's Hard Lemonade and MuchMusic's "Do It Like a Rockstar" contest, which ran earlier this summer. Entrants were asked to submit a list of rock star rider requirements. A rider is an attachment to a contract describing a performer's backstage wants. Van Ulden was the grand prize winner. He, along with Heron and Franklin, received a weekend in Toronto where his rider was fulfilled. All three participated in a photo shoot in which they were made-up to look like rock stars. These pictures were used to create the billboards. The boards were created by The Brainstorm Group of Toronto, the agency that handles advertising for Mike's Hard Lemonade. They will run for four weeks.