7Up Sponsors LiquidLoot II With eBay

DALLAS Following up on the success of last year’s collaboration with eBay, 7Up has launched a second phase of LiquidLoot, a summer promotion that rewards consumers with win codes good for instant online bidding, the client said.

Through August, the Plano, Texas-based bottler will allow consumers to win millions of eBay Anything Points by collecting original codes in specially marked 12-packs and under the caps of two-liter bottles of 7Up, Diet 7Up, Cherry 7Up, dnL, Sunkist Soda, A&W Root Beer and Canada Dry Ginger Ale.

Participants can then log on to www.liquidloot.com to register and enter their codes to find out how many Anything Points they have won, the client said. With a possible grand prize of two million points (retail value $20,000), consumers will automatically be entered in a sweepstakes that will award 5,000 additional points in daily drawings.

“LiquidLoot has been a fun, creative promotion for our consumers,” said Carol Duncan, 7Up’s promotion director. “We looked at ways to make the promotion even more rewarding in 2004, and thought giving consumers the chance to win points good on all of eBay’s offerings was a really engaging idea.”

The LiquidLoot effort will be supported with tags on national TV and local radio spots throughout the summer, as well as an integrated media campaign on eBay, the client said. Point-of-sale materials include pole signs, shelf talkers and a motion display spectacular with the message, “Win Millions of eBay Anything Points!”