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Alcone to Launch Promotions Push for Beck's

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BOSTON Alcone Marketing Group has been named lead promotions agency for Beck's North America.

The Darien, Conn., shop, a unit of Omnicom Group, bested two-year incumbent EastWest Creative in New York, an independent shop, and Publicis Groupe's Frankel in Chicago in the final round of a review, said client executive vice president of marketing Mike Harrington.

Alcone's first assignment is a summer promotion: 12-packs of Beck's, Beck's Light and Beck's Dark beer will feature stickers with black-and-white images of the brand's $10 million "Life Beckons" TV campaign, which launched this spring via Publicis' Leo Burnett in Chicago. The stickers direct consumers to Becks.com, where they can view the spots and vote for their favorite, thereby entering a "Rio Beckons" contest to win a trip to Rio de Janeiro, where the spots were filmed.

Also included is a promotional CD that will be handed out at stores and special events, Harrington said. The CDs will feature the TV spots, screen savers consumers can download to their computers and information about Beck's products.

"This allows us to connect with consumers in a more targeted and intimate fashion," Harrington said.

Alcone is also working on promotions coinciding with Oktoberfest and the year-end holiday season. Beck's in Stamford, Conn., is a unit of Belgian beer giant Interbrew.

Other clients of Alcone include Chrysler and Pernod Ricard USA.