Red Vines becomes official sponsor of Pac-12 Football Championship Game; will activate "Sweet Moments" campaign throughout 2015 season
SAN FRANCISCO, Calif. (September 2, 2015) – The Pac-12 announced today that it has secured Red Vines® candy as an official sponsor for the 2015 Pac-12 Football Championship Game and will activate a weekly multi-platform “Sweet Moments” campaign to celebrate the most remarkable moments in the Pac-12 throughout the season.
“We are extremely excited to expand our partnership with Red Vines to be an official sponsor of the Pac-12 Football Championship Game,” Pac-12 Networks Executive Vice President of Sales Neil Davis said. “By activating the Sweet Moments campaign across linear, social and retail, Red Vines will help us elevate and celebrate the incredible performances of the talented student-athletes in the Pac-12 Conference.”
Beginning September 3, Pac-12 Networks will launch the Red Vines #SweetMoment franchise across linear, digital and social platforms. Each of the 34 live football games Pac-12 Networks produces this year will include a Red Vines #SweetMoment feature celebrating the most dynamic play of the game. Pac-12 Networks host Mike Yam will reveal the #SweetMoment Play of the Week nominees each Saturday night on Pac-12 Final Score, with fans voting for their favorite play on Twitter. The #SweetMoment of the Week will be unveiled every Tuesday night during the season on Inside Pac-12 Football. In addition, a #SweetMoment vignette will air each week on Pac-12 Networks leading into the next football game.
“We are proud and delighted to be part of such a storied Conference like the Pac-12,” American Licorice Company Media Communications Manager Laura Ingram said. “Red Vines are the perfect tailgate accessory and we are looking forward to connecting with fans and having a very successful partnership with the Pac-12 this football season.”
In conjunction with the #SweetMoment campaign, Red Vines will activate a #SweetMoment sweepstakes, allowing fans to win prizes, including a trip to Santa Clara, California for the 2015 Pac-12 Football Championship Game. The sweepstakes will be promoted through co-branded displays in more than 1,000 retail locations in San Francisco, Los Angles, Salt Lake City and Portland.
Red Vines will also make stops at select Pac-12 Football tailgate parties at three games – Arizona State at UCLA (10/3), UCLA at USC (11/28) and the Pac-12 Football Championship Game (12/5) – handing out product and capturing videos of fans showing off their best touchdown dances or their Red Vines Red Zone Shuffle. The videos will be posted on Vine at https://vine.co/RedVinesShuffle.