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Friedberg & Associates is feeling the Burn--Major League Soccer's Dallas Burn--in its latest promotion.





The three-year-old Boston shop is testing a promotion designed to help Armor All, an Oakland, Calif., maker of car care products, gain exposure in large minority markets, said agency founder Eric Friedberg.





The Dallas promotion will kick off in conjunction with 100 Chief Automotive Stores distributing coupons for discounted admission to June and July Burn games. It will peak during a July 4 contest, where fans will receive Armor All samples and may have their cars washed by one of several models appearing there. At halftime, two teams of fans selected from the crowd will compete against each other for more Armor All products and a $250 cash prize. A fireworks display will cap the evening's events.





If all goes well, Armor All will roll out the promotion in other large minority markets, including Houston and Los Angeles, Friedberg said.





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