- Katy Bachman

Sharp Electronics is turning to food and beverage trays offered at stadium concession stands to promote participation in their consumer marketing promotions. Through a partnership with Branded Tray, the approved serving tray of Major League Baseball, Sharp will promote the "Watch It Like the Pros" consumer sweepstakes at CitiField, home of the New York Mets between Aug. 18 and Aug. 24. A second promotion features a "Text to Win $10,000" contest.

The promotion, originally launched at the Major League Baseball All-Star Week July 10-14 in St. Louis, gives consumers a chance to win one of 10 sharp MLB Players Choice Packages, and hundreds of additional prizes ranging from MLB.com shop certificates to Sharp Aquos LED LCD TV sets.

By adding an immediate action component to the promotion via texting, telephoning or emailing a bar code or JAGTAG from the tray, Sharp is hoping to encourage consumers to immediately interact with the brand.

"Consumers expect information to be accessible and convenient. This branding strategy, combined with the text-to-win action, increases the ways in which consumers can interact with the promotion and the brand," said Judah Zeigler, associate vp, retail and consumer marketing for Sharp.


Nielsen Business Media