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With the Golden Globe Awards on January 17, TV marketing blitz began the coverage. And, now it will continue with the Academy Awards on March 7, and will conclude with finale of the National Collegiate Athletic basketball tournament on April 5.

Moreover, all these events have something in common other than high prices for commercial time. They are all broadcast live, part of a trend known as big-event television, which prizes programs that can attract large, involved audiences at a time when consumers have generally been atomized into tiny niche markets.
As per media reports, Nielsen on the viewership of the Super Bowl said it was the most-watched TV program ever, showed the potential for reaching big, engaged crowds. So did the ratings for shows like the ‘Golden Globes’ and ‘Grammys’.

“We’re delighted with this prospect. We like programs that bring families together,” said Marc Pritchard, global chief marketing officer, Procter and Gamble in Cincinnati, who is also an official sponsor of the U.S. Olympic teams for the Winter Games and the 2012 Summer Games in London, as reported by media.
During the NBC coverage of the Olympics, ‘Procter’ will introduce what it calls its first corporate image campaign for the US. “This is a world-class event, and we want to do some world-class brand building,” said Pritchard.

Wieden & Kennedy created the campaign with the theme ‘Thanks Mom’ in Portland, Ore. Procter, ads promoter who is a proud sponsors of Moms’ is helping the mothers who help Olympic athletes, and all children, do their best. In one commercial, viewers see the athletes the way their mothers still see them, as boys and girls. And, in another, the song is set – “You’ll Never Walk Alone,” which shows mothers performing prosaic, though important, tasks for their children.

On the commercial, Jason Bagley, creative director, Wieden & Kennedy said, “We tried to avoid getting overly cheesy and Hallmarky. We wanted to capture that emotion without going over the top.” Further, Antonio Lucio, chief marketing officer, Visa in San Francisco said, “”There is a need for inspiration” because of economic conditions, and the campaign celebrates human achievement.” Visa is feting the Winter Games in a campaign to run in 21 countries from the Los Angeles office of TBWA/Chiat/Day, part of the TBWA Worldwide division of the Omnicom Group.

As per media reports, Coca-Cola campaign will be extensive, as for decades the company has been a sponsor of the U.S. Olympic Committee and the International Olympic Committee. The initiative will branch beyond TV with a focus on – digital and social media, including themed content on Web sites like – mycoke.com and mycokerewards.com . A presence on Facebook; and a light-hearted campaign online, centered on a make-believe International Federation of Snowball Throwing (snowballthrowing.com).

Also, the AT&T Olympic campaign carries the theme “Here’s to possibilities.” which was created by the Atlanta and New York offices of another Omnicom agency, BBDO Worldwide. Here, there will also be interactive aspects, like a Web portal where fans can post messages for their favorite athletes.

Juniper Park (Toronoto) – another BBDO agency has created a campaign for SunChips – it is sold by Frito-Lay unit of PepsiCo. SunChips will introduce the same what Frito-Lay said, it is the first 100 per cent compostable snack-chip bag made from plants.

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Touted as the biggest campaign ever ‘Give Us Your Dillicious Flavour’ will give the consumer the opportunity to decide the next flavour of Lays’ potato chips.

In the first phase of an eight-month long engagement programme, consumers will send in their entries, suggesting flavours. Four winning flavours will be selected by a panel of judges – comprising Aditya Bal, celebrity chef; Anuja Chauhan, vice-president and executive creative director, JWT; and TSR Murala, director, research and development, PepsiCo India.

In the second phase, the four winning entries will be launched in the market and the eventual winner will be decided by consumers, who will vote for the best flavour.

While the four selected entries will each win Rs 5 lakh, the winning flavour, which will be launched by the end of May 2010, will fetch the entrant Rs 50 lakh and 1 per cent of the sales turnover.