Guinness Sweeps Helps Tout New ESPN Show
Guinness Draught has teamed with ESPN for a holiday promo that drives consumers online to rank the dynasties of ESPN’s new sports show Pardon the Interruption.
This month, national ads on ESPN, ESPN2, ESPN News and ESPN Classic, drives consumers to stores to purchase promotional packs of Guinness Draught. Consumers are directed to ESPN.com to rank sports dynasties. Those fans who rank the dynasties in the same order as Pardon the Interruption’s experts are automatically entered to win one of four weekly grand-prize trips to Washington, DC, to meet the show’s cast, have dinner at ESPN Zone restaurant, and have their photos displayed on the Pardon the Interruption set.
On-and off-premise materials support.
In October, ESPN premiered Pardon The Interruption, a live show devoted to sports opinions and headline issues, each weekday at 5:30 p.m. ET leading into SportsCenter. The 30-minute program originates from Washington and features Washington Post columnists Tony Kornheiser and Mike Wilbon, who address a variety of issues each program, with in-studio and out-of-studio contributors. The program re-airs each weekday at 7 p.m. ET on ESPN2.
