Modelo Especial beer is getting into soccer via a partnership with
Sports Illustrated and soccer star Clint Dempsey. Central to the program is the brand's first-ever national consumer
sweepstakes promotion in the U.S.
The campaign, which features international soccer star Clint Dempsey, dangles a trip for two to any international soccer match of the winner's choice,
includes the brand's first-ever promotional TV spot, and first English-language TV ad. Spanish-language versions of the ad, which stars Dempsey, will run in networks like ESPN, ESPN 2, Fox Soccer
Channel, ESPN Deportes and Fox Deportes.
The promotion, which runs through July, also features an online game, the "Modelo Especial Shootout with Clint Dempsey," where consumers can test their
virtual soccer skills by trying to block Dempsey's shots in a virtual shootout. Point-of-purchase includes displays with QR codes that let people with smartphones download Sports Illustrated content,
which is also at a co-branded microsite, www.SI.com/Shootout.
Prizes are five trips to a regular-season international soccer match of their choice including hotel, airfare and match tickets
for two.
Modelo Especial is also doing a California-only program that offers a chance to be official Modelo Especial Fútbol blogger, who gets to go to England to interview Dempsey and
blog about the experience on www.SI.com/Shootout.
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