Alabama Offers a Golden Promotion...

A few days ago, I noted how companies should use their online banner ad space as a unique promotional tool. I came across an interesting sweepstakes offer that Golden Flake is offering through its partnership with the University of Alabama. What actually caught my attention was the promotion's intriguing banner ad, situated at the helm of the University of Alabama Athletics website (see below).

Golden Flake is offering one (1) lucky Alabama fan the chance to be an honorary coach at Golden Flake A-Day (Alabama's Spring Football Game) through a promotion designed to generate database entries. To be eligible to win, Alabama fans must complete an online entry form by March 30th; the winning entry will be drawn on the March 31st "Hey, Coach" radio show.

Realizing the affinity that Alabama fans have for the Crimson Tide football program, this is a tremendous promotional offer. But why is Golden Flake going to these measures without tying in their brand? It is a little disappointing to see that Golden Flake decided not to integrate retail activation, free trial, package couponing, or a survey to gauge more information about consumer interests.

The Grand Prize Winner receives:

• The opportunity to spend one half of the game in the team bench area
• The opportunity to spend one half of the game in the radio booth in the press box
• Coaching gear to wear throughout the game
• A role in the Fan Day activities on Saturday, April 12th
• Opportunity to call a play from the team playlist
• One (1) Official Alabama autograph ball
• One (1) Golden Flake prize pack
• One (1) Interview on CTSN game broadcast