Toronto, March 20, 2006 ─ Promotional contests have come a long way from the days when a person filled out an entry form, answered a skill-testing question and put their name into the bin along with so many others.
Clever and sophisticated technology are taking much of the blandness out of these games of chance and injecting a dash of dazzle and pizzazz. This alignment of hi-tech and innovation is at the forefront of the “Find the Flashing Can” contest, a collaborative effort by Pizza Pizza and Pepsi-Cola Canada. The contest, which is being rolled out throughout the Ontario network of traditional Pizza Pizza restaurants, is a first in its kind within the restaurant industry.
“Contests are meant to be fun, and ‘Find the Flashing Can’ is one that we believe will really connect with people,” said Pat Finelli, Vice-President of Marketing for Pizza Pizza. “The people at Pepsi have told us it’s the first time they have done something like this with the restaurant industry, and Pizza Pizza is delighted it chose to collaborate with us on this unique campaign.”
“Find the Flashing Can” draws on the technical know-how of Riverside Technologies International in producing more than two million specially made Pepsi cans, 305 of which have been fitted with a sensor device that produces an orange flash once the can is opened. Consumers who have been flashed win a Video iPod, valued at $379.
The specially made winning Pepsi cans, which are to be sold with all walk-in and delivery orders at Pizza Pizza, are not consumable cans of Pepsi and are a prize in itself. Each winning can is filled with carbonated water. The result is the cans have the look and feel of an ordinary Pepsi can.
“It’s appropriate that Video iPods are the prizes that can be won during the contest, because they, in their own right, represent the advancement of technology in this particular field – just as the flashing Pepsi can is an excellent example of the use of technology in promotional contests,” stated Mr. Finelli.
Pizza Pizza has planned an extensive marketing campaign surrounding the contest, which is expected to run for several weeks. The support campaign includes the special events team hitting the streets of Toronto and Ottawa on launch day and distributing flashing orange lights to pedestrians. Pizza Pizza is also promoting the campaign on radio, in flyers, online, through print, in-store signage and full-motion videoboard screens across Ontario.
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