Red Stripe Contest Lets Fans Make Big Game TV Spot

Posted on by Chief Marketer Staff

Diageo-Guinness USA, Inc. is turning to its Red Stripe beer fans to produce a version of what a Super Bowl spot should look like in an online contest.

The Commercial Bowl dangles a $5,000 grand prize to the consumer that creates the best ad.

The entries can be viewed at where consumers will vote for their favorites through Jan. 21. The winner will be picked March 6.

The short films have to be created around the theme “Life is just for living,” and set to the music of recording artist Ernie Smith’s Life is Worth Living. The spots must be kept to one minute in length. A note at the Web site says the ad can be about anything: a dog named Willie or a disenchanted rock, Diageo said.

In one of the commercials, a man dressed as a bottle of Red Stripe is chased through bustling city sidewalks by a man dressed as a bottle opener. The chase is futile for the bottle opener who keeps trying to open the bottle until he hides and jumps out to pop the top off the beer. The commercial ends as the top spins on the ground before coming to rest showing the Red Stripe label and the words “One of the World’s Great Beers!” appear on screen.

In a viral component, consumers who tell their friends about the contest get an extra sweepstakes entry and could win an all-expense paid trip for two to Jamaica for five days and four nights.

Banner ads at independent film sites and grassroots efforts, including putting up posters at various film schools, as well as P-O-P materials support. Colangelo Synergy Marketing, Darien, CT, handles the promotion.

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