Canadian Club Wraps Mega Poker Tie-In Summer Promo

Canadian Club has wrapped its largest marketing promotion to date, an all-out effort tying its brand to the explosive popularity of poker.

Among a mix of events, sponsorships, sweepstakes, contests, sampling and a dedicated Web site was chance to win $2.5 million. No one captured the big prize, but Chris Mitchell, a 21-year-old from Tampa, FL, competed against six other finalists to take home $10,000.

The brand had earmarked up to $3 million for the summer promotion it hoped would jumpstart sluggish sales. The campaign took aim at a new target, the lucrative 21- to 29-year old male who can frequently be found among the 60 million in the U.S. sitting behind a hand of poker cards.

The Dealing up a Smoother Night national program ended last month. It included thousands of on- and off-premise promotions, five regional poker tournaments and more than 350 on-premise poker-themed events at sports bars in five key Canadian Club markets.

The program gave 10 winners the chance to compete alongside World Series of Poker Champion Chris Moneymaker in Las Vegas for the big prize.

The CC brand appeared on poker tables, chips, cards and consumer giveaways. "Smooth" ambassadors, direct mail, e-mail newsletters and off-premise P-O-P materials supported. A special-edition poker bottle was available through July.