Great promotion idea from Saunier Duval-Scott and Camelbak
Saunier Duval-Scott and Camelbak have come up with a clever promotional concept for the Tour:
After its success in the Tour of California and the Giro d´Italia, Pick Up the Podium, the promotional campaign jointly launched by CAMELBAK and SAUNIER DUVAL-SCOTT, is now coming to France for the Grande Boucle 2008. This initiative encourages spectators to pick up the water bottles thrown by the riders -some 2,000 in a three-week tour- to find great prizes in them. In so doing, they´ll be protecting the environment from unnecessary waste.
The spectators lining the roads in the different stages of the Tour of France will be able to pick up the newly introduced CamelBak Podium bottles used by Riccò, Piepoli, De la Fuente, and the other “red birds.” Besides collecting their favourite rider´s bottles, they´ll have to look for stickers bearing promotion codes. These codes (to be sent to promotions@camelbak.com) will enter competitions for fantastic prizes, including SCOTT, Castelli and Fi´zi:k products.
This works on so many levels. The team promotes its environmental initiatives, which include a reforestation project in Mali, while connecting more with the fans. Camelbak gets its new product into to people’s hands without having to give away any more than they’re giving to the team anyway. Other sponsors get involved too. It’s not a huge campaign, but it’s a really smart one.
via press release
disclosure: I consult for SRAM, which sponsors the team