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.