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10.2009

Massachusetts Beverage Business

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archivedPromotions

NEWCASTLE BROWN ALE

is running “On the Road with the One and Only”, a retail program in partnership with spin.  The promotion will award an assignment to one consumer to go on tour for one week to experience and document life on the road with up-and-coming band Shout Out Out Out Out.  Not only will the winner tour with the band, but the tales of the experience – documentation, photos and video – will be featured in the pages of spin and online at spin.com and newcastlebrown.com.  At retail, POS materials and special consumer offers including IRCs, MIRs on the purchase of energy drinks and Newcastle Brown Ale 12-packs or DraughtKeg will instruct consumers on how to apply online or by text for the opportunity to be selected to tour as a “roadie” for the band.  While on tour, the Newcastle roadie will be given one tour related assignment per day such as: lighting, sound system set up or personal assistant to the lead singer.  Throughout the week, the “roadie” will keep a detailed record of the experiences and the nuances of touring with Shout Out Out Out Out.

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