Crown Royal Rolls Out a Great Football Themed Campaign in 2010

Crown Royal has rolled out some terrific tactics in 2010 to capture the attention and tastebuds of avid football fans nationwide. Without investing large sums of dollars in sponsorship rights and endorsement fees, Crown Royal has generated interest with a Jimmy Bowl promotional sweepstakes starring legendary NFL head coach Jimmy Johnson, and several unique out-of-home messaging campaigns.  

Here is a quick snapshot of Crown Royal's presence in the NFL space in 2010: 


Sighting: ACC Championship - Charlotte, NC

Sighting: Washington Redskins Game - FedEx Field 



Crown Royal teamed up with legendary NFL head coach Jimmy Johnson to create a "Crown Royal Jimmy Bowl" sweepstakes that allowed two (2) lucky consumers to win an all expenses paid trip to compete head-to-head in a flag football competition with four (4) of their friends. The winners would be mentored by Coach Johnson, greeted by the Dallas Cowboy Cheerleaders, and would enjoy a celebratory meal and the chance to watch footage of their game on the massive jumbotron. Consumers had to submit a submit a video entry on an official microsite for the chance to win.

To promote the sweeps (which ended Nov. 30th), Crown Royal featured a series of hilarious virals on their promotional microsite starring Johnson. Check out a few of them below: