Tecate picks consumers as the winners of Mayweather vs. Mosley

Tecate, cerveza con carácter, continues its role as the leading sponsor of boxing by amping up its promotional program for the awaited “Who R U Picking?” encounter between Floyd “Money” Mayweather and “Sugar” Shane Mosley on May 1, 2010. Beginning April 5, 2010, fans 21 and older across the nation will have the opportunity to experience the fervor of the fight beyond the live HBO PPV broadcast from the MGM Grand Garden Arena. “Since 2007, we’ve sponsored dozens of boxing fights with the intention of making the sport more accessible to fans throughout the country. The Mayweather vs. Mosley event, held during the festive Cinco de Mayo weekend in Las Vegas, gives us yet another opportunity to make our mark on the ring and on our adult consumers’ experiences,” said Felix Palau, vice president of marketing for the Tecate equity. “During the weeks leading up to the May 1 fight, we’ll help adult fans save up to $55 when planning their ultimate viewing party at home, give them access to premium boxing content from Golden Boy straight from their mobile phones, and more. All this as a toast to the carácter in each of our consumers.”
To provide those 21 and older with all the necessary elements to have a unique viewing party at home on May 1, the brand will introduce its “Pase Knockout Tecate” or “Tecate Knockout Pass” at select retail locations in markets where legal (visit www.CervezaTecate.com for complete details). This booklet, available to adults with the purchase of a 12-pack or larger of Tecate or Tecate Light, includes:
$30 in savings by mail on the HBO PPV “Who R U Picking?” Mayweather vs. Mosley event
Instant savings for party essentials such as salsa, salty snacks and ice
Mail-in rebates worth $10 each for a 750ml bottle of tequila and working tools
Mobile phone text codes for those 21 and older to access commemorative premiums and experiences, such as tickets to the Las Vegas event, fight T-shirts, Tecate Ring Girl screen wallpapers, Golden Boy 2010 calendar, boxing content and downloads from Golden Boy
Consumers in key markets will be exposed to details of the fight through the brand’s point-of-sale materials at retail locations, including mass display pieces, posters, and more. Additionally, those in Los Angeles and Las Vegas will experience tailored out-of-home, television and radio ads, all bearing the tagline “Por el boxeador que llevas dentro” or “For the boxer inside of you.”
During fight weekend, Tecate will paint Las Vegas red with a variety of activities for adults including the chance to win tickets and seat upgrades at the MGM Grand Garden Arena, interactive boxing games hosted by the Chicas Tecate brand ambassadors, and more.
For more information or to speak with a brand executive about Tecate’s campaign in support of Mayweather vs. Mosley, please contact FORMULATIN at (212) 219-0321.
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