Blimpie Launches Racing Themed Sweeps
Blimpie International is out with a new sweepstakes targeting racing enthusiasts, offering a grand-prize trip to the Homestead-Miami Speedway.
The QSR launched the sweepstakes to generate buzz around its new Champion Combo meal, a choice of a six- or 12-inch sandwich or wrap, Frito-Lay brand chips and a 32-ounce Pepsi beverage in a cup featuring racing legend and Pepsi spokesman Jeff Gordon.
As part of the promotion, Gordon will appear in TV and radio spots this week, on the Blimpie Web site, in-store signage and on packaging.
Consumers who buy the Champion Combo can enter the Hottest Race of The Year sweepstakes by entering the password found on their cup at Blimpie.com. The sweepstakes offers one grand-prize trip for four to the Homestead-Miami Speedway in November, which includes hotel accommodations, speedway admission and passes to the garage/pit area. Four first-prize winners will receive a trip for two to one of 2006 profession stock car races and $250 spending money.
The promotion follows the brand’s repositioning as a deli-style eatery. The QSR this spring launched a new company logo, updated restaurant design and refreshed menu offerings (Xtra March 29). To further tout its new look, Blimpie unveiled Blimpie Guy, a fun-loving character who tells the Blimpie story in an engaging way by challenging perceptions created by key national competitors.
“Blimpie is proud to associate with winners like Frito-Lay, Pepsi and Jeff Gordon,” said Mark Mears, CMO of Blimpie International in a statement. “This promotion is part of our overall marketing campaign that promotes our Real. Fresh. Taste. brand positioning and the transformation of Blimpie from our heritage as a traditional neighborhood sub shop to a more consumer-driven, contemporary deli.”
The sweepstakes runs through Sept. 30. Chicago-based Lou Beres and Associates created.
