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Major League Baseball Rapid Fire Sweepstakes
For the second year in a row, Major League Baseball's All-Star game has added extra excitement and interest for fans by offering the chance to win $1 million, paid by SCA. Just before the game, one fan was chosen to come to the pitcher's mound to throw baseballs through a target at home plate. The $1 million prize was his if he threw five baseballs through the target in 30 seconds.
Objectives:
- Create a high-impact promotion that will entice air time from the media.
- Grab viewers' attention and promote Taco Bell.
- Leverage sponsor Taco Bell's marketing investment with a thrilling promotion.
Strategies:
- Invite all fans in the Detroit area to visit and register at the Taco Bell booth at the All-Star FanFest.
- Randomly select one contestant to try to pitch five baseballs through a target within 30 seconds.
- Give the fan two free tickets to the All-Star game and a year's supply of Taco Bell food just for being chosen.
- Award the $1 million prize if the fan can throw five balls through the target in 30 seconds.
- Increase fan excitement by allowing former MLB pitcher Mark Fidrych to coach the contestant.
Results:
- FOX aired the promotion before the game began, giving Taco Bell more national publicity.
- “The fast-paced structure of the Rapid Fire pitch kept baseball fans of all ages engaged as they watched Nelson try to win the million,” said the MLB representative.
- "Our experience with SCA over the past few years has proven to be a success, so it was natural for us to turn to them for prize coverage on this year's million-dollar prize."
