Promotions Tap Summer Olympic Games Fever

by , Jul 24, 2012, 5:01 PM
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Brands of all types are looking to leverage Summer Olympics fever, and restaurant chains are no exception.

Einstein Bros. Bagels and Caribou Coffee, for instance, are both running special promotions with games themes -- although neither is an Olympics sponsor, and neither is using “Olympics” in its promotions.

Einstein Bros.’ effort is a Facebook-hosted “I Could Have Been a Contender” contest, running between July 23 and Aug. 4. 

The concept: Visitors to the brand’s Facebook page can submit funny, quirky current or childhood photos of themselves participating or attempting to participate in any sport, along with a funny, creative caption. 

The goals: Strengthen brand loyalty and encourage friendly competition among its fans. No “liking” or product purchases are required to enter the contest. 

A panel of judges will pick 20 finalists, and public Facebook voting, plus the judges, will determine a winner and five runners-up. The winner will receive a 2012 tablet computer. The next top five entrants will receive free bagels for a year. 

Caribou Coffee’s in-store ’Bou Games promotion -- running between the Olympics’ opening and closing ceremonies, July 27 through Aug. 12 -- centers on scratch-off cards. 

Customers get a scratch-off card for every drink purchase. Instant-win prizes, such as a free drink, and discount offers can be redeemed on the customer’s next visit, through Aug.26. Non-winning cards say “’Bou hoo, try again.”  (Consumers can also mail in for a free scratch-off card.)

In addition, Caribou is promoting a special ’Bou Games Gold Coffee, a “winning combination” featuring fruit notes, a hint of bourbon and a dark chocolate finish.

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