In just over one month of marketing activity, PepsiCo’s summer promotional game, Play for a Billion, has attracted 2m entrants, through its website www.billionsweeps.com.
“Judging by the overwhelming number of registrants, this program is shaping up to be our most successful Internet-based promotion ever,” said John Vail, director of digital media and marketing for Pepsi-Cola North America. “Maybe we shouldn’t be surprised by that – after all, we’re offering a chance to win a billion dollars.”
The game offers Pepsi. Mountain Dew and Sierra Mist consumers the chance to become one of 1000 entrants who will appear on a live television broadcast on The WB in September. On the show, hosted by Drew Carey, the 1,000 sweepstakes winners will play a game of chance followed by a nail-biting elimination process to determine a US$1m prizewinner. The US$1m winner will then have a chance to win US$1 billion without forfeiting the US$1m prize.
The site, developed and managed by Yahoo!, will be active until August 15.
