Walgreens Signs Back Up for 'People's Choice Awards'

Walgreens kicked off the second year of its People's Choice Awards sponsorship by staging a sweepstakes tied to online voting for the program's awards. The Procter & Gamble-owned property airs Jan. 8, 2014, on CBS.The final stage of public voting for the awards took place from Nov. 5 through Dec. 5 at peopleschoice.com. After voting, participants were sent to a landing page "hosted" by celebrity fashion expert Tim Gunn that prompted them to enter the sweeps, which awarded a grand-prize $1,000 Walgreens gift card and $500 cards to eight secondary winners. Pleasant Ridge, MI-based ePrize handled the sweeps.P&G identified Walgreens as a sponsor and promoted the sweeps to consumers who clicked on the website's "Vote" tab. A display ad for the chain adorns the site's home page.Walgreens promoted the sweeps through social media and a microsite on walgreens.com that linked to the official voting site. A feature in the Nov. 10 circular depicting Gunn encouraged consumers to send a text to facilitate voting and sweeps entry.The retailer also used Gunn to help promote a Nov. 16 in-store "SaturDate with Beauty" event that showcased P&G's Olay products (along with L'Oreal USA's flagship mascara), and on headers for endcaps placed in November.The chain became the official retail sponsor of the People's Choice Awards last year after a long run by drugstore rival CVS/pharmacy. (See "Walgreens Becomes ..." in Related Articles.) An endcap activating the sponsorship's initial flight won a 2013 Design of the Times Award. (See "Design ..." in Related Articles.)

Walgreens Signs Back Up for 'People's Choice Awards'

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