In an online initiative, Foster’s has partnered with contests2win.com to promote its brand. The Foster’s Wizards of Oz is an online interactive initiative revolving around the fun, casual side of a few of the Australian cricketers. In a contest format on the website contests2win.com, Foster’s gives cricket lovers a peek into the other side of these Aussie willow champions, like the fact that Brett Lee is part of a band, and Warne makes a great barbecue and drives a Ferrari.
The concept is simple. Everyday contests2win.com presents a prominent Aussie cricketer with a question on his casual side, which participants can respond to. Participants log into the contest page and accumulate enough beers to win great Foster’s memorabilia. The first phase of the contest was concluded on October 30, 2004 that provided consumers an opportunity to meet Brett Lee and Jason Gillespie. The winners got a chance to meet the cricketers in an event subsequently. The ongoing second phase of the contest will conclude on November 27.
Alok Kejriwal, CEO, Contests2win.com, said, “The brief was clear. Leverage the armchair cricket expert in the consumer and get them to interact with brand Foster’s. The objective of the contest is to get the seemingly distant stars up, close and personal.”
Pradeep Gidwani, CEO, Foster’s, said, “Foster’s is an Australian brand that has an association with Australian cricketers. The Foster’s Wizards of Oz contest provides consumers an opportunity to get to know the fun, casual side of some Australian cricketers.”