PepsiCo, Bowling Center Pair up for Earnhardt Racing Promo

Bowlers can scratch to see if they’ve won the starter’s job at the Amp Energy 500.

PepsiCo brand Amp Energy is teaming up with a bowling-lane trade association to offer bowlers the chance to drop the flag when racer Dale Earnhardt Jr. qualifies for the Amp Energy 500 race this November.

Through May 30, keglers can take part via scratch-off cards available at bowling centers that belong to the Bowling Proprietors’ Association of America. While no purchase is required, one way to get one of those cards is by buying a 16-oz. Amp Energy beverage from participating centers.

Besides the grand prize of serving as starter for Earnhardt’s qualified, other awards in the contest include custom Amp Energy bowling balls, shirts, pins and items autographed by Earnhardt.

The promotion will be supported by campaign of TV spots airing on ESPN during the “PBA King of Bowling Championship,” a tournament sponsored by Amp Energy. Print ads in bowling journals, e-mail and signs in bowling centers will also promote the campaign.

“The Bowling Proprietors’ Association of America and its member centers have been great partners for over 25 years,” PepsiCo Foodservice chief marketing officer Margery Schelling said in a release. “We’re pleased to team with them to offer unique experiences and exclusive prizes for bowling and racing fans alike.”