On Track

Darien, CT-based ASC Games has joined with 7-Eleven, Pepsi-Cola, Frito-Lay, and Toys R Us for some innovative promotions to launch the Jeff Gordon XS Racing Video Game.

Consumers who purchase a Pepsi-Cola 12-pack or XL-size Fritos Brand Corn Chips bag at one of 5,600 participating 7-Eleven stores will receive a free 7-Eleven CD-Rom demo version of the game.

Frito-Lay will include the game in its Frito’s “Fun in the Fast Lane” catalog, which will feature original Jeff Gordon merchandise starting in April. The campaign will include supporting P-O-P materials.

Pepsi will contribute its Tracktivation program, a large trailer marked with Pepsi logos that visits major national sports events including 16 NASCAR and Winston Cup races. Fans will be able to play the game when the Tracktivation trailer visits 150 retail stores through November.

“It’s a big branding thing, and Pepsi gives out a lot of product and promotions,” says ASC spokesman Jason Bernstein.

Toys R Us will support by offering consumers a chance to win a trip for two to meet Gordon at a 1999 NASCAR race and play the game against him. Additional retail programs include contests, giveaways, and P-O-P displays at numerous retail outlets, national TV spots, advertising in game and consumer magazines, and online outlets.