Anheuser-Busch’s Michelob Light, St. Louis, became the official beer sponsor of Live Broadway, New York City, through 2003. Plans include development of co-branded events such as street festivals, concerts, and special “Fan Fair” programs at Anheuser-Busch theme parks. Michelob Light will also use free tickets to Broadway shows for local radio promotions in 25 markets.
Radio Disney, Burbank, CA, launched Live! World Tour 2001, a series of free family events held in eight markets featuring musical groups Baha Men, Aaron Carter, Krystal, and Plus One. At each venue, an area is set up where consumers can play videogames and sample wares from such sponsors as Wrigley’s Juicy Fruit Gum, Hershey Foods’ Jolly Rancher, Disney Interactive, Buena Vista Home Entertainment, and the Centers for Disease Control, which is running an on-premise program on bone health for young girls. Disney handles in-house.
Nickelodeon, New York City, teamed with camera manufacturer Olympus, Melville, NY, for a Backstage Photo Pass contest supporting the launch of the i snap camera. Through August, contestants submit photos to nick.com, with one finalist chosen in 40-plus markets to receive four tickets and backstage passes to a concert featuring singer Aaron Carter. Finalists then submit three photos taken at the concert for a shot at a grand-prize trip for four to Nickelodeon Studios in Orlando to appear on Slimetime Live. Lime, New York City, handles.
20th Century Fox
20th Century Fox, Los Angeles, taps into the budding Internet craze of “geocaching” to support the July 27th release of Planet of the Apes. Project A.P.E. (Alternative Primate Evolution) is a high-tech, worldwide scavenger hunt in which players hunt for hidden storage caches using coordinates posted on the Internet as well as through Global Positioning System (GPS) units. Fox is leaving eight caches in the U.S. and five more around the globe at the rate of one per week. Players can find location clues at www.planetoftheapes.com. Each cache contains a prop used in the film that the first finder gets to keep, as well as a disposable camera for geocachers to record the find. GPS manufacturer Garmin is also randomly giving away its eTRex units.
Proctor & Gamble
Procter & Gamble, Cincinnati, this summer is hosting the “Pringles Pop Quiz,” a music-themed game show, at concerts taking place at 31 amphitheaters across the country owned by SFX, Inc., New York City. Prior to each show, attendees are invited to tackle music trivia questions to win such prizes as tickets to SFX concerts and Six Flags theme parks. On-site signage includes a giant Pringles can serving as the show’s scoreboard. SFX unit CMI, East Rutherford, NJ, handles execution.
Kraft Foods, Northfield, IL, will put its new Nabisco brands on the Nickelodeon bus along with Kraft Kids in a back-to-school sweeps breaking Aug. 1. Turn School Time into Slimetime centers on an on-pack instant-win game awarding one grand-prize winner a Nickelodeon-themed day at school, at which the cable net will air Slimetime Live and host a private concert with an unidentified “hot musical talent.” Other prizes in the $1.5 million pool include cash payouts ranging from $5 to $500. P-O-P displays shaped like a school bus (a Nabisco favorite in past back-to-school campaigns) feature Nick characters. Participating brands include Kraft Macaroni & Cheese, Post cereals, and Nabisco cookies, crackers, and fruit snacks. East-West Creative, New York City, handles.