Pringles, Tanger Taps American Idol Promos

Posted on by Chief Marketer Staff

Procter & Gamble is giving its Pringles brand a starring role with the hit show American Idol.

The company is kicking off a new partnership with the hit FOX show with limited edition American Idol-branded cans, a TV spot and a national sweepstakes.

The contest, which kicked off yesterday, lets contestants win tickets to the show’s finale in May. Fans can send in video jingles expressing their passion for the brand to JinglesForPringles.com through April 8.

Consumers can pick their favorite video April 23 through May 4 online. Twelve finalists will receive an American Idol digital recorder.

Not only that, Pringles is rolling out cans of its chips featuring American Idol logos and show visuals. The product will be on shelf through June.

And in the Pringles American Idol sweepstakes, players vie for a chance to win a trip to the show’s finale, $1,000 cash and hotel accommodations. Lesser prizes include a large screen TV and branded karaoke machine and T-shirts. Fans register at Pringles.com through April 25. Entries for the first-and second-prizes must be received by June 29. Pringles will support the promotion on-pack and via online.

Pringles will extend its partnership beyond season six with an on-pack promotion. Starting in July, customers who buy 18-count packages of its Snack Stacks and mail in their receipts will receive a free American Idol backpack, while supplies last.

The effort marks the first long-term partnership with an entertainment property in Pringles’ 37-year history, the company said.

“Our partnership with FremantleMedia on American Idol marks a historical moment for the Pringles brand,” said Paul Tepfenhart, Pringles brand manager, in a statement. “American Idol reflects all of our brand’s excitement and vitality while allowing our consumers to unleash their joy and love of Pringles.”

In a separate development, Tanger Outlets Centers is tying in to the hit show with a sweepstakes of its own.

Staring March 5, shoppers can enter the Tanger Outlets sweepstakes for a chance to win tickets to the finale. One grand-prize winner gets a trip for two to Los Angeles to the show, airfare and hotel accommodations and $500 cash. Runners-up get an American Idol prize pack. Entries will be available at 34 Tanger Center nationwide.

The sweepstakes runs through April 15. Signage supports the effort.

“This on-site promotion adds value to out customers,” said Mike Buescher, director of marketing and promotions for Tanger Outlet Centers. “It’s a great way for us to put the spotlight” on our brand.

In April, Tanger Outlets will offer a gift-with-purchase promotion. The company is handing out American Idol-branded T-shirts for every $175 purchase, while supplies last. Tanger has made about 40,000 shirts for the promotion, Buescher said.

Pringles and Tanger Outlets join other sponsors Nestle candy and Dreyer’s ice cream. Coca-Cola Co., Cingular Wireless and Ford Motor Co. are the official on-air sponsors of the program.

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