DALLAS In a campaign developed by TM Interactive, Fossil Watches is targeting college football cognoscenti with a Web-based trivia contest called "Are U Fan Enough" that will award weekly prizes and a tailgate party valued at $3,000, the agency said.
The trivia game at www.fossil.com/ncaa features more than 1,000 NCAA football questions randomly served through five timed levels. Weekly winners are posted to individual school "leader boards" each week. The campaign promotes Fossil school-branded watches and encourages game plays by highlighting certain prizes. The contest will run through Oct. 28, with the grand prizewinner announced in November.
The media support includes online advertising, college newspapers, alumni magazines, radio, selected sponsorship packages and point-of-purchase materials. All ads are designed to promote the Fossil lineup of college logo merchandise, including ladies and men's watches, casual wear and accessories. Campaign spending is undisclosed.
"The Fossil brand is a natural fit for the college football fan," said James Hering, executive vice president and director of integrated marketing at TM Interactive. "We created a college trivia game that would be a challenge for fans of all levels and would connect students with Fossil in a fun, interactive way."
Fossil, based in the Dallas suburb of Richardson, Texas, markets watches, apparel and fashion accessories through department stores in the United States and 90 other countries.
TM Interactive is the online marketing division of Interpublic Group's TM Advertising in Irving, Texas.