ABC and Pepsi-Cola North America are launching what the network is calling the biggest television promotion in its history: Pepsi’s "Play for a Billion" sweepstakes. Two hundred Pepsi consumers who enter the contest will be randomly selected to compete in an elimination game show hosted by Damon Wayans, which ABC will broadcast Sept. 12. ABC is picking up Pepsi’s "Play for a Billion" from the WB Network, which aired the first show last year.
"We opened dialogue with Pepsi over this past year to move over to ABC, and it worked out for both parties," said Dan Longest, senior VP integrated marketing and promotion at ABC.
As in last year’s sweepstakes, Pepsi customers can enter the drawing to compete in the show for a guaranteed $1 million prize and the chance to win an additional $1 billion by entering the sweepstakes codes they find under the caps of Pepsi, Diet Pepsi and Sierra Mist products on the "Play for a Billion" Web site, www.BillionSweeps.com.
But this year, 50 of the 200 contestants will be chosen by entering the sweepstakes through promotions at tens of thousands of retail outlets around the country, which will also feature ABC’s "Summer of a Billion Laughs" promotion for the ABC sitcoms According to Jim, 8 Simple Rules, Less Than Perfect, My Wife and Kids, George Lopez, Hope & Faith and Life with Bonnie.
Also new this year, seven of the 200 contestants will be chosen from those who enter the sweepstakes by logging onto www.abc.com and entering "buzzwords" featured on the seven ABC comedies during the "Summer of a Billion Laughs" promotion, which runs June 21-July 26. Pepsi’s packaging will also showcase the ABC sitcom promotion.
"This easily surpasses anything we’ve done before in scope and scale," Longest said. "Branding our summer comedies in this fashion and connecting them to a consumer event is unprecedented. It really is a great example of how we can tap into each other’s assets to build each other’s businesses."
Pepsi said last year’s "Play for a Billion" resulted in an improvement in brand awareness and general sales trends for the soft drink manufacturer. "We were very pleased with last year’s show and last year’s promotion, and that’s why it’s back," spokesman Dave DeCecco said. "Adding ABC to the mix this year will really take this promotion to a new place. ABC brings a wide audience, and their great lineup of comedies adds an extra punch to the effort."
Said Dave Burwick, senior VP and chief marketing officer at Pepsi-Cola North America: "We are thrilled to partner with ABC on what could be a record-breaking event. ABC’s lineup of popular comedy shows and talented stars will introduce millions of viewers to our promotion and give Pepsi drinkers the opportunity of a lifetime."
Pepsi’s "Play for a Billion" show will be produced by Diplomatic Productions, Los Angeles, with Michael Davies (Who Wants to Be a Millionaire?) serving as executive producer.
Gail Schiller covers marketing for The Hollywood Reporter, a sister publication to SHOOT.
