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Dickies “American Worker of the Year”
Dickies, a manufacturer of workwear, needed to spice up their "American Worker of the Year" contest. As a result, they teamed with SCA to offer a $1 million prize at the Dickies 500 Race. Dickies chose a winner in their contest, who then had the opportunity to choose one envelope with a driver’s name in it. If that driver won the race, Dickies "American Worker of the Year" would go home a millionaire. SCA provided Dickies with promotional prize coverage.
Objectives:
- Add excitement to the 17-year old contest.
- Draw additional media coverage.
Strategies:
- Choose a winner for the "American Worker of the Year" contest.
- Gift the winner with a grand prize package consisting of $50,000 cash and a trip to the Dickies 500.
- Give the winner a chance to turn their $50,000 into $1 million by choosing an envelope with a race car driver’s name inside.
- Award the $1,000,000 prize if that driver won the race.
Results:
- Michael McGee not only won the title "American Worker of the Year," he also won $1,000,000 at the Dickies 500 by choosing the envelope containing race winner Kurt Busch’s name.
- Dickies received great publicity after awarding the grand prize.
