Frito-Lay is counting on NFL fans to drive its Facebook effort for the potato chip brand Stax with a promotion that ties into Thursday Night Football games this fall.
Starting Sept. 7, and during each Thursday night broadcast through Dec. 20, the snack food company will set up a "Fire Drill Alert" tab on its Facebook page. The first 1,000 visitors to "like" the alert receive free tubes of Stax and qualify for a host of other prizes.
The campaign—billed as the "Thursday Night Game Day Click-Off"—will run during games shown on both CBS and the NFL Network. Frito-Lay senior director of marketing Haston Lewis said the alerts will appear at different points of each game.
One randomly chosen entrant each week will win a fan cave prize such as an 80-inch television or an NFL-branded massage chair. The grand prize, chosen with a drawing from all entries, includes tickets and a trip to the Super Bowl XLIX in February.
NFL players and twins Devin and Jason McCourty are the faces behind the Click-Off contest. Devin is an All-Pro New England Patriots defensive back, while Jason plays cornerback for the Tennessee Titans.
Lewis noted that Frito-Lay, which is owned by PepsiCo, plans to place paid digital ads for the contest throughout the season, but he did not specify platforms.
A similar campaign for Stax ran last year. Lewis said relaunching the Facebook initiative was attractive because Stax "has a growing presence on the channel, and given it is one of the most universally known social platforms, it made a lot of sense as a way to reach and connect with consumers across the country."
PepsiCo has long relied on football fan’s loyalty to market its brands. A 10-year renewal of a sponsorship deal to make Pepsi the official soft drink of the NFL took effect in 2011, and the packaged foods giant’s Tostitos corn chips served as a major college bowl game sponsor for many years. Its line of Gatorade sports drinks and performance products are also closely tied to football at all levels.