To introduce its new Mega Pizza Rolls to active teens General Mills’ Totino’s brand is entering the action sports arena with a sponsorship of the 2007 Winter X Games in Aspen CO in January. (Agency: Fuse Burlington VT.) At the event the brand’s main goal is to “get hot pizza rolls into cold hands ” associate marketing manager Casella Okulaja told Buzz. But the company has a three-pronged approach to integrate the brand into the property:
- On site. In addition to sampling Totino’s is negotiating with snowboarder Danny Kass who endorses the brand to do autograph signings at the events.
- In store. Totino’s is touting the sponsorship on-pack with a sweepstakes. Grand prize is a Jeep Patriot outfitted with a snowmobile and snow sports gear.
- Online. The brand also has ID on a feature on ESPN’s X Games web site where consumers can vote for their favorite X Games moment.