KRAFT BEGINS SHOOTS TO WIN PROMOTION
By Adnews Staff
Kraft Canada, the National Hockey League and the National Hockey League Player's Association have begun a contest called "Shoot to Win." It will be supported with on-package messages, in-store materials, a Web site at <http://www.shoottowin.ca> and with a 30-second television commercial. There are three ways to win in the contest: instantly, in a random draw, and by submitting access codes from the packaging of participating products at the contest Web site. The instant and sweepstakes winners will get the opportunity to shoot to win up to $1 million at an NHL game. The online winners will receive NHL merchandise and other prizes. Kraft ran an introductory version of the contest with the CBC last month. The winner received $5,000 after an Ottawa Senators game. Footage from the pre-promotion appears in the 30-second television ad for "Shoot to Win." The commercial is currently running on CBC/SRC, Sportsnet and TSN/RDS. In-store displays are also being used. Capital C of Toronto created the concept, the supporting advertising and point-of-sale materials. The agency and IC Group created the contest Web site.