Telemundo Partners With 7UP for Sweepstakes
TV Network Provides Soft-Drink Brand With In-Store Spots
by Laura Martinez -- Multichannel News, 6/23/2009 5:23:51 PM
Earlier this month, Hispanic shoppers at major supermarkets in several U.S. cities found more than just groceries in the aisles: They saw a series of 30-second spots inviting them to take part in a 7UP-sponsored sweepstakes.
The contest offered the chance to win several prizes, including a family vacation for four, amusement park tickets, and gift cards that can be used for home cleaning services.
The spots were not produced by the Dr Pepper Snapple Group brand, but by NBC Universal-owned Telemundo under a recent partnership. The companies have joined forces to launch 7 DÃas de SevenÃsima, a promotion running through Aug. 2, aimed at boosting sales of 7UP among the fast-growing Hispanic demographic.
Ultimately, said Telemundo station sales senior vice president Enrique Perez, the idea is to drive sales, "and this is where we can really make a difference by leveraging all our properties, including TV, online, mobile and retail activation."
To reinforce the retail promotions, Telemundo's talent will be also available on site: Popular TV host Penélope Menchaca will be making an appearance at the Los Angeles retail events on July 18 and 25.
The partnership, financial terms of which were not disclosed, is now in its second year. In 2008, Telemundo and 7UP teamed up for the launch of 7UP Receta para tu éxito, a cooking contest that granted an ultimate winner $70,000.
"We're pleased to work with Telemundo again this year as we launch the 7UP 7 Dias de Sevenisima campaign," said 7UP Hispanic associate brand manager René Sánchez.
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Here is the link to enter the 7UP “7 DÃas de SevenÃsima†contest online -www.Sevenisima.com .
Michelle Alban - 6/24/2009 1:27:07 PM EDT
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