Nestle Taps AOL for Game Promotion
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Two major powerhouses -- Nestle and America Online -- are joining forces in a deal announced Tuesday, which aims to reach young people with a promotion for the food maker's ready-to-drink flavored milk products.
The agreement ties together online and offline elements in a manner that's becoming the standard operating procedure for big consumer packaged goods marketers -- a game that brings people online to see if they've won.
Each 16 ounce and 32 ounce plastic bottle of Nesquik will have a unique code under the label. Consumers find out if they've won by entering in the code on the Web at www.grabgulpgo.com or by typing in America Online Keyword: "Nesquik." Prizes include a new Ford Focus ZTS, DVD players, family movie packages, Nesquik and Nesquik merchandise.
The marketing agreement also has AOL providing links to the "Grab, Gulp & Go Online" contest via the AOL flagship service, MapQuest, and Digital City. Later this month, AOL will allow consumers to identify the nearest participating convenience store on MapQuest.