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From a $1 Million Toss with a Legendary Quarterback to a Triple-Bowl Hop, Nokia Scores with Big Consumer Promotions
December 28, 1998
Nokia illustrates its commitment to the Sugar Bowl and the company's ongoing market positioning in two exciting new college bowl promotions -- programs designed to create the first new millionaire of 1999 and offer first-class bowl-hopping for a few lucky fans to see all the action. Looking beyond computer rankings and coaches' polls, Nokia's winners were chosen from a nationwide sweepstakes promoted on-line, in top media including Spin, Sports Illustrated and through a weekly placement near the college football coaches' poll in USA Today. Both programs are positioned to generate additional Bowl Alliance awareness and further support Nokia's on-going brand-building efforts in the United States.
Nokia's Hip Bowl Hop is a college football fan's "dream-come-true" - a first-class trip to the three biggest college football games of the year. The Bowl Hop is a national promotion awarding fifteen grand-prize winners tickets and first-class service on a customized, private jet to attend the Nokia Sugar Bowl in New Orleans, the FedEx Orange Bowl in Miami and this year's National Championship, the Tostitos Fiesta Bowl in Tempe, Arizona. In addition to their first-class treatment, Nokia Hip Bowl Hop winners will receive a fashion-packed wardrobe from Calvin Klein.
Nokia's support of the Bowl Hop will be announced during a one-minute Nokia Sugar Bowl half-time segment airing New Year's Day on ABC. The spot, featuring former NFL Quarterback, Roger Staubach, and Nokia spokesperson and supermodel, Niki Taylor, will reach more than 15 million viewers and will outline Nokia's promotional plans for the Year 2000 Bowl Hop.
"Our strategy is to build equity in the Hip Bowl Hop program for next year's National Championship game as well as generate awareness towards the newly restructured Bowl Alliance," said Matt Wisk, vice president of national marketing at Nokia Mobile Phones. "We have also added a twist to this years half-time promotion, the Nokia Million-Dollar Pass."
Chosen from thousands of entries from Nokia's sweepstakes registration page on theUSA Today website, The Nokia Million Dollar Pass awards a winner a chance and, a choice. The lucky sweepstakes winner has the option of throwing a football through a giant Nokia phone for $ 1 million dollars, or, handing it off to Hall of Fame Quarterback, Roger Staubach, to throw for $100,000 on the winner's behalf. Regardless of the result, the consolation prize is substantial -- $10,000.
Nokia's new 4-year title sponsorship contract is just a part of Nokia's ongoing branding efforts for 1998-1999. By incorporating an advertising campaign that is multi-faceted - from prime time spots to marketing programs like the Nokia Sugar Bowl and grass roots carrier programs - the marketing focus will be to link Nokia's corporate image with Nokia product attributes.
Nokia is the world's leading mobile phone supplier and a leading supplier of mobile and fixed telecom networks including related customer services. Nokia also supplies solutions and products for fixed and wireless datacom, as well as multimedia terminals and computer monitors. In 1997, net sales totaled FIM 52.6 billion (USD 9.8 billion). Headquartered in Finland, Nokia is listed on five European Stock Exchanges and on the New York Stock Exchange (NOK.A), has sales in 130 countries and employs more than 42,000 people world-wide.
Contact information:
Megan Matthews
Nokia
Tel. +1 972 894 4267
Chris Smith
The Marketing Arm
Tel. +1 972 404 0900
Sylvia Davis
Crescent Communications
Tel. +1 404 287 2000 ext.122
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