January 26, 2004 - LA JOLLA, CA - The Active Sports Marketing Group's new integrated marketing program for Killian's Irish Red Lager is leveraging the popularity of St. Patrick's Day road races to promote Killian's 'Pint O'Thon' campaign.
Through its 'Pint O'Thon' campaign, Killian's is challenging consumers to 'Raise a Million Pints for Charity' this St. Patrick's Day and will donate $50,000 from sales of products during February and March to Share Our Strength (www.strength.org) anti-hunger organizations.
Jolla, Calif.-based Active Sports Marketing Group, a fast-growing, national marketing services company, is promoting the campaign through a ten-city race sponsorship that offers runners a chance to take part in St. Patrick's Day races, enjoy a free Irish celebration and support the fight against hunger. From March 13-20, runners can take part in St. Patrick's Day 5ks, 10ks, even half marathons, in New York; Boston; Philadelphia; Denver; Atlanta; Baltimore; Columbus and Cleveland, Ohio; Tampa; and Indianapolis.
The race sponsorship will be powered through event marketing strategies that include onsite promotion from race starts to finish lines, course signage, race bag inserts, public-address announcements and post-race Irish celebrations. For the post-race festivities, ASMG is staging Killian's beer gardens at the races and working with local bars, pubs and restaurants on additional Killian's discounts and specials. Participants can stay for an Irish celebration with free pints of Killian's Irish Red at the Killian's beer garden and show their race bibs at participating local pubs, bars and restaurants to receive more Killian's specials. Runners can also purchase Pint O'Thon wall-shamrocks at their favorite pubs for $1, with proceeds going to Share Our Strength.
"St. Patrick's Day races are becoming a popular tradition and our involvement this year in the races gives us a chance to give back to the community while contributing to a very worthy cause," said Jeff Donaldson, Killian's brand manager. "Killian's is a perfect fit for the Irish spirited festivities during St. Patrick's Day. At the same time, we felt strongly about leveraging this year's festivities to do some good."
The ASMG team, which has extensive experience working with participatory sports events, team sports and recreation, is working with Coors offices, special event representatives, distributors and race directors in several regions to execute the event presence in each city. For the program's online component, ASMG is creating online advertising to run on www.active.com, and developing e-newsletters for active consumers.
About Killian's
The Killian's Irish Red recipe dates back to 1864, when George Killian's great grandfather first brewed the amber liquid in Enniscorthy, Ireland. Coors Brewing Company acquired the rights to brew and market the product in the United States in 1981. Killian's Irish Red derives its distinctive red amber color and taste from special caramel malt that has been roasted at a high temperature longer and more slowly than most malt. The long brewing time (fermenting, aging, etc.) works to smooth out the flavor. There are absolutely no coloring agents or artificial additives of any kind used in brewing Killian's. For more information, please visit www.killians.com.
About The Active Sports Marketing Group
Marketing services from The Active Sports Marketing Group (ASMG), help brands develop meaningful relationships with active consumers. ASMG is part of The Active Network, the leading technology and marketing provider for participatory sports and recreation. Through its Web properties, Active.com (www.active.com) and eteamz (www.eteamz.com), The Active Network has effectively consolidated America's recreational sports communities and offers ASMG clients the best source to reach active consumers. Through integrated programs that include event marketing, product sampling, licensing, athlete sponsorships, and online and traditional media, ASMG can provide unique access to the nation's largest aggregated participatory sports community. To find out more about ASMG services, e-mail info@theasmg.com. For information about The Active Network, visit www.theactivenetwork.com.