KFC Runs “Hail Mary” Scholarship Pass Play

KFC is running "Wing It" contests for scholarships and a trip to next year's Super Bowl.

If any National Football League team completes a “Hail Mary” pass on the final play of  a divisional or conference championship game, KFC will make a six-figure donation to its Colonel’s Scholar’s Program.

KFC’s “Wing It” Challenge plays off its position as official wing sponsor of the NFL playoffs and Super Bowl. The desperation pass – euphemistically known as a “Hail Mary” play – must traverse at least 50 yards to qualify.

KFC will donate $125,000 to its Colonel’s Scholars Program in the name of the quarterback/receiver tandem who successfully executes the play during the remaining NFL playoff contests. If no team pulls it off, KFC will double the ante if a “Hail Mary” pass concludes the Super Bowl.

"Just like the taste of KFC's Honey BBQ Wings, a postseason ‘Hail Mary’ pass is something special that millions of football fans can enjoy during the games," said Javier Benito, KFC executive vice president of marketing and food innovation, in a statement.

For the last Super Bowl, prior to its official sponsorship role, KFC offered to donate $260,000 to its Colonel's Scholars college scholarship fund in the name of any player who danced like a chicken in the end zone after scoring a touchdown in the big game. But no player on either team did the chicken dance.

As part of its playoffs sponsorship, KFC is also offering consumers who buy a 32-ounce NFL branded drink cup the chance to qualify to win one of several prizes, including a trip to Super Bowl XLIV in 2010, flat-panel TVs and NFL.com gift certificates.

Anyone can register for KFC's ticket contest - also dubbed "Wing It" -without a purchase by registering online.

The big game is also a big day for chicken wing sales: KFC claims U.S. consumers ate 600 million chicken wings last Super Bowl Sunday.