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Labatt conducts Keys to the Cup promotion

Labatt has begun a new promotion called "Keys to the Cup" for the Budweiser brand. During the initiative, tied to the brand's sponsorship of the National Hockey League, specially-marked cases of the beer will contain a miniature Stanley Cup figure from one of the 19 teams that have won the trophy in the past. Each figure contains a USB memory stick that allows access to special content on the brand's Facebook page and allows consumers to enter a draw for a trip for four to the Stanley Cup finals. The promotion also includes a national media tour by spokesperson an hockey collector Scott Hicks.

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