KOKANEE BEGINS FREERIDE TOUR, CONTEST IN QUEBEC
By Adnews Staff
Palm Publicité Marketing of Montreal has created a new promotion for Kokanee beer. The first part of the promotion is the Kokanee Freeride tour, which will visit bars and nightclubs in Quebec until the end of March. At each stop, promotional workers will set up an inflatable mountainside, a snow-making machine and a mechanical snowboard ride. Participants who stay on the snowboard ride the longest will win tickets to a VIP snowboarding day at a Quebec resort. The tour is being promoted with a radio campaign, posters and point-of-sale materials. The second part of the promotion, called the Kokanee Freeride Challenge, was created in collaboration with MusiquePlus. Entrants must submit a tape of a personal snowboard performance to the MusiquePlus program SPAM. The grand prize is a one-week vacation for two to the Kokanee chalet in Whistler, BC with the SPAM cast and five other winners. This contest is being promoted with a television commercial created by MusiquePlus. Kokanee giveaways will also take place as part of the campaign. In participating Quebec bars, consumers who order six Kokanees will receive a beer-shaped tuque. Customers who purchase a 12-case of Kokanee in stores can win sports clothing. In a giveaway specific to Couche-Tard stores, customers who try Kokanee will receive a promotional item.