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Industry: Email Alert RSS FeedTombstone, Sega Dreamcast Scare Up Teens for Holiday 'Screamstakes'
Brandweek, Oct 9, 2000 by Sonia Reyes
Cashing in on the growing number of Internet-surfing teens, Kraft is teaming up with Sega for a "Tombstone Sega Screamstakes" Halloween promotion that dangles millions of instant-win prizes from Dreamcast systems and games to subscriptions to the SegaNet and the Official Dreamcast magazine.
Looking for more top-mind awareness among kids and moms as the holiday party season kicks into high gear, the sweeps, which runs through Nov. 15, will be touted on 6 million packages of Tombstone pizza SKUs including the original line, Half & Half (with cheese and pepperoni) and Oven Rising Crust.
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"We're bringing together the two teen passions of pizza and videogames," said Kris Abrahamson, promotion mgr for Kraft Pizza. The effort was borne of Kraft research indicating that a high percentage of households with teens now have Web access.
The prize cache valued at nearly $200,000 will offer 10 grand prize winners a Dreamcast videogaming system, a two-year subscription to SegaNet, the high-speed online gaming network, and 15 Dreamcast games including NFL 2K1, Virtua Tennis and Sonic Shuffle.
First place winners receive Dreamcast games and a trial membership to SegaNet; third place winners a one-year subscription to the Official Dream-cast magazine. Support includes a 20-cents-off FSI rolling this week, plus a full-page ad in Dreamcast's November issue. Every package will offer a $5 coupon toward select Dreamcast games and a 50-hour trial membership to SegaNet.
In an unusual online twist, teens can visit the newly launched Web site, tombstone.com for an instant-win "Scratch 'N Scream" offer where through the "click and scratch" of a mouse they can win a Dreamcast T-shirt. Game entry will also be available via mail-in requests. Prize winners can claim prizes through May 2001.
Tombstone Pizza, the second best-selling brand after sister brand DiGiorno Pizza in the $2.3 billion frozen pizza category, had $326 million in sales, up 7.6%, while DiGiorno posted $343 million in sales, up 10.4% for the 52 weeks ending Sept. 10, per Information Resources Inc.
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