Business-Managed Democracy

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Many firms sponsor and fund competitons and contests as a way of associating their brands with educational endeavours. They often have the additional aim of promoting direct sales of a product, through visits to the store or website.

For example, the American Automobile Association runs a national competition, the AAA Travel High School Challenge, which promotes the idea of travel and at the same time advertises a number of airlines, hotels, and other sponsors.

 

Paul Kurnit, president and founder of Kidshop, a marketing consultancy, points out that contests are much cheaper than television advertisements but still give children “the brand experience”.

Community Marketing Concepts says of The Coca Cola Bottling Company's “Celebrate The Knowledge” Express Yourself Scholarship Contest:

"A rewards program for high school juniors and seniors. Incorporates brand into an academic recognition program and earns the thanks of their parents."

 

Examples of Corporate Sponsored Contests and Competitions

US	Reference: Caroline E. Mayer, ‘Today's Lesson, Sponsored By... ’ Washington Post, 15 June 2003, p. A01. Nestlé gives a $10,000 prize and five $5,000 prizes for creative art that features their product SweeTarts. In 2003 5,200 schools took part in the contest. Reference: Caroline E. Mayer, ‘Today's Lesson, Sponsored By... ’ Washington Post, 15 June 2003, p. A01. Oscar Mayer gives $10,000 prizes for singing its advertising jingles for its weiners and bologna. Reference: Caroline E. Mayer, ‘Today's Lesson, Sponsored By... ’ Washington Post, 15 June 2003, p. A01. Dunkin’ Donuts gives a $6000 prize for students who develop the best commercial about the importance of homework. BIC Pens runs a writing contest, Quality Comes in Writing, to "reinforce effective writing skills while generating positive brand recognition for BIC". Download the brochure (2MB pdf)
Australia	Reference: GMV Conseil, ‘Marketing in Schools’, Brussels, European Commission, October 1998. Rio Tinto Big Science Competition involves approximately 40,000 students from Years 7-12
Europe	Reference: GMV Conseil, ‘Marketing in Schools’, Brussels, European Commission, October 1998. Kellogg’s has organised competitions on nutrition. Bayer has organised science competitions.
UK	Reference: GMV Conseil, ‘Marketing in Schools’, Brussels, European Commission, October 1998. Rolls-Royce offers an annual Science Prize awards programme worth £120,000
Ireland	Reference: ‘Real Event Solutions’, 2007 Real Event Solutions in Ireland specialises in “Creating unique and exciting schools-based events and competitions in the Republic of Ireland and Northern Ireland” that achieve national media coverage and “branding opportunities”. Its clients have included Coca-Cola, Hewlett Packard (HP), Wella and Pot Noodle.

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See also: Corporate Promotion | Scholarships| Incentive schemes | Sponsorship

References

 

© 2009 Sharon Beder
http://www.herinst.org/BusinessManagedDemocracy/education/commercialism/contests.html