Mars' NFL Super Bowl Promo Has Eye On North Dallas Forty-Five
Tuesday, December 29, 2009 at 02:41PM in Ad Campaigns, Mars, NFL, Super Bowl

December 29, 2009: Mars Chocolate North America has unveiled a sweet promotion offering football fans the opportunity to hang with the NFL's Super Bowl champions - in 2011! The umbrella campaign, which includes Mars brands M&M's, Snickers, Twix, Milky Way and 3 Musketeers, is offering fans an all-expense-paid trip for four to Super Bowl XLV at Cowboys Stadium in North Texas, where they will get to "celebrate on the field with the next Super Bowl champion."

The promotion is actually misnamed "Be On The Field 2010 Instant Win Game" as Super Bowl XL will take place in February 2011, and is also described incorrectly as the celebrating with the "next Super Bowl champion" as that actually refers to the team that will win Super Bowl XLIV in Miami on Feb. 7, 2010.

None the less, consumers are being encouraged to stock their upcoming NFL playoff and Super Bowl XLIV parties with Mars products and then register select UPC codes at between now and Feb. 7, 2010, for their chance to win. Other prizes include Visa gift cards and packages of Mars chocolate products. (Full details here.)

Jim Kelly, former NFL quarterback who led the Buffalo Bills to four Super Bowls but failed to win any of them, is spokesman in marketing efforts that include print and Internet.

"Mars chocolate brands have always been a staple among fans and the great camaraderie that exists at football parties and celebrations," Michele Kessler, vp-marketing for Mars Chocolate North America, said in a statement. "Our 'Be on the Field 2010 Instant Win Game' allows us to take that celebration to the next level by giving fans the chance to celebrate on the field with the next Super Bowl champs - a prize envied by many fans and NFL players!"

Added Jim Kelly, "Making the Super Bowl was a life-long dream. Of course, it would have been better if I got to hoist the trophy and celebrate with my teammates following the game. I may have missed my chance. That's why every fan should participate in this once-in-a-lifetime promotion."

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