FSI Report: Feb. 6, 2005

With football season offically over, brands switch to NASCAR, figure skating and generic instant-win games in this week's newspaper FSIs. Gillette Co. runs a four-page event (including the cover in top markets) kicking off the second year of the Young Guns marketing platform the company is using to activate its NASCAR sponsorship. A "watch & win" game will award a $1 million grand prize, a $100,000 first-place prize and 50,000 instant-win prizes at gilletteyoungguns.com. Specially marked packages carry game pieces that consumers match to codes unveiled during specific Nextel Cup races to see if they've won. Participating brands include Mach3 Turbo, Duracell, Oral-B and Satin Care. Several retailers including CVS, Longs, Meijer and Shaw's featured the campaign in their Feb. 7 circulars. Meanwhile, the J.M. Smucker Co. hits the ice to promote its ongoing Stars on Ice sponsorship with a sweepstakes awarding a trip to see the traveling figure skating show. (See "FSI Report: Jan. 11, 2004" in Related Articles.) An entry form is included in the FSI. An account-specific overlay at Tops Markets awards tickets to a local performance. Among other FSI-supported campaigns breaking this week:Dr Pepper/Seven Up promotes a "New Look. Same You" game delivering 12 weekly grand prizes of $25,000 (of which $10,000 must be spent at giftcertificates.com and $10,000 at sony.com). Secondary prizes include 3,500 $100 Sony.com gift cards and 3,500 $50 gift cards to giftcertificates.com. Game codes are placed under specially marked yellow caps on 20-ounce and two-liter bottles and inside 12-packs of Dr Pepper, Diet Dr Pepper, Cherry Vanilla Dr Pepper and Diet Cherry Vanilla Dr Pepper. The campaign runs through April 30. General Mills promotes an in-pack giveaway of free Shark Tale video games. The DreamWorks film makes its home-video debut Feb. 8. One of five games can be found inside cereals including Cinnamon Toast Crunch, Reese's Puffs and Lucky Charms. McNeil Nutritionals' Viactiv runs a full-page FSI advertising its multi-vitamin products and a free T-shirt offer at newchew.com. Kraft Foods' Philadelphia Cream Cheese hosts an in-pack instant-win game awarding $25,000 for a room makeover. Nestle Foods' Nescafe Taster's Choice runs a full-page FSI playing up its part in an episode of NBC's The Apprentice and a sweeps awarding a trip for two to the series season finale. Entry is at tasterschoice.com. Elsewhere, Nestle is promoting its periodic "Good Food Good Life" campaign with overlays at retailers including Meijer.Georgia-Pacific's Quilted Northern continues to support the Susan G. Komen Breast Cancer Foundation with a full-page FSI advertising an offer for an Ultra Care tote bag designed by artist Cynthia Rowley. To receive the bag, consumers mail in a Quilted Northern UPC and $15. All proceeds benefit the Komen Foundation. (See "FSI Report: Oct. 10, 2004" in Related Articles.)

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