Dollar General Finds 'Heroes' at the Olympics

Dollar General rallied support from three official 2012 Olympics sponsors for the latest flight in its ongoing “Every Day Heroes” program.The extreme value retailer teamed with Coca-Cola Co., Procter & Gamble and Kellogg Co. this month for a campaign entitled “Behind Every Champion is an Every Day Hero.” The effort tapped into the May 13 Mother’s Day holiday by borrowing the theme from P&G’s concurrent “Thank You, Mom” program. (See “P&G brandSaver: May 2012” in Related Articles.)Coca-Cola, however, serves as lead sponsor for the program, which encompasses a sweepstakes and instant-win game running on a co-branded website (everydayherosweeps.com). Consumers enter from April 23 to May 31 and again from June 25 to July 22 (with the promo going dark in between) by submitting codes printed at checkout with purchase of qualifying products from the three partners. One grand-prize winner receives a trip for four to a United States Olympic Committee training facility in Colorado Springs, CO, or Lake Placid, NY, in 2013.Sweeps participants are automatically entered into an instant-win game awarding five Panasonic TVs, five Acer laptops and 1,000 $10 Visa gift cards across its two flights. Pleasant Ridge, MI-based ePrize handles both components of the promotion.Elsewhere, an “Every Day Hero” page on dollargeneral.com invites consumers to “Share why your Mom is an Every Day Hero” by uploading or recording videos through commercial website videogenie.com. The page carries a representative video and links to a gallery on videogenie.com. It also identifies Coca-Cola, P&G and Kellogg’s as “official sponsors” of Team USA, giving specific mention to Coke’s Dasani and Sprite, Kellogg’s Frosted Flakes and Cheez-It, and P&G’s Pampers, CoverGirl, Charmin, Dawn, Gillette, Tide, Cascade, Always, Downy, Pantene, Olay, Bounty and Crest. A home-page carousel ad and a static ad on dollargeneral.com link to the page.Endcap headers, window posters and shelf signs promote the program in stores. Procter & Gamble provided themed shelf trays for CoverGirl and Clairol Nice 'N Easy activating the manufacturer's Olympics sponsorship and the "Thank You, Mom" theme.Features in the retailer’s FSI event on April 29 promoted the campaign while showcasing P&G brands including Gain, Swiffer, Bounty, CoverGirl, Gillette, Ivory, Crest, Luvs, Prilosec, Pepto-Bismol and Tampax; the ads coincided with P&G’s May brandSaver FSI event, which also centered on the Olympics ties and “Thank You, Mom” messaging. One of the features directed consumers to everydayherosweeps.com to enter the promotions.

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