Hershey Taps Country Music, Film for Promos
The Hershey Co. this week breaks an on-pack and online sweeps leveraging its title sponsorship of Tim McGraw and Faith Hill’s “Soul2Soul II” tour.
At the same time, Hershey courts filmmakers with a contest touting its Take 5 candy bar.
The music tour-driven All Access Code campaign puts codes on packages of four brands; consumers redeem the codes online to download one of nine McGraw and Hill songs, including an exclusive live duet. Fans also can redeem wrappers for a Soul2Soul II T-shirt or baseball cap.
An online sweeps will award a trip for four to the tour’s wrap-up show in Las Vegas, and $500 spending money. Ten first-prize winners get an autographed guitar.
Participating brands are Hershey’s Miniatures, Reese’s, York and Hershey’s Kissables. Dallas-based TPN handles the campaign; Gage Marketing Group, Minneapolis, handles the sweeps.
Meanwhile, Take 5 has launched a national contest inviting consumers to film their own commercial showing how far they’d go to get Take 5, positioned as “The Greatest Candy Bar Ever.” Top prize is $10,000.
Entrants submit their commercials via video or DVD by July 31; five finalists will be posted at Thegreatestcandybarever.com for consumers to vote. The top vote-getter wins $10,000; the other four finalists get $500 each.
The contest dovetails with an unusual “Taste and Believe” sampling campaign that lets consumers register to get a free box of sample-size bars to share with friends (March 14 Xtra). Registered “agents” can earn rewards for touting the brand, and get first dibs on new items.
TV ads, themed “Taste and Believe,” broke in March. Arnold Brand Promotions, Boston, handles Take 5 promos with an assist from BzzAgent, Boston, on the sampling effort. Arnold Worldwide handles ads.
