Bring on the chili or the barbecued spareribs. Whatever the source of uncomfortable heartburn, Procter & Gamble’s Prilosec OTC wants consumers to remember the feeling and write “heartburning” lyrics for a contest that lets the top winner perform his song with country star Charlie Daniels at the Country Music Association’s CMA Awards in New York this fall.
Prilosec OTC and the association host the Burning to Sing Your Heart Out contest, part of Prilosec OTC’s national sponsorship of this year’s CMA Awards. Entrants write and sing about overcoming a heartburning experience— physical condition, or metaphorical heart “burn”— moving on with life. Entrants must include the words “heart” and “burn” in their original songs (but they don’t have to appear together).
P&G hopes to generate awareness of the medical condition and options for treatment, said Crystal Harrell, external relations manager for P&G pharmaceutical and personal health.
“Our research shows that Prilosec OTC consumers have a lot in common with the country music [fan],” said Rick Murray, CMA VP-strategic marketing. “We joined together to come up with a non-traditional, exciting way to [promote] the over-the-counter product and the CMA Awards. It’s very refreshing.”
Contestants submit VHS videotapes of their performance (a maximum of three minutes) with typed or handwritten lyrics. Rules are posted at PrilosecOTCcountry.com.
A panel of judges, including Daniels, singer/songwriter Phil Vassar, a country music producer and a member of the Procter & Gamble Prilosec OTC team will evaluate entries based on creativity, vocal ability, lyrics and appeal. Entries will be accepted through Sept. 7. The panel will post three finalists’ submissions for online voting in October. Consumers who vote online are entered to win an all-expense paid trip to the 2006 CMA Awards in Nashville.
As part of the grand prize, Vassar will musically arrange the winning song. The top winner will get to perform the original song Nov. 11 at the American Freedom Festival in New York City with Daniels. The grand-prize winner and two finalists will receive VIP ticket packages to the 2005 CMA Awards in New York and spa treatments.
For the first time in its 38-year history, the award ceremony will take place outside of Nashville at New York City’s Madison Square Garden, on Nov. 15.
“We want to provide that ultimate country music star experience,” Harrell said. “It just totally made sense.”
Internet materials, p.r. and radio spots support.
To further boost the awards show, Prilosec OTC also will sponsor an 18-city bus tour that begins in September in Los Angeles and travels to New York, making stops for promotions with local radio stations, Murray said. During three stops, the tour will host new artist performances.
