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Purex laundry detergent
and Indy Racing League officials unveiled the Purex/Indy Racing League
WebDecoder On-Pack Game in which one lucky Purex buyer will win a 2002
Chevrolet Tahoe.
The game, the first interactive Web contest for Purex and the Indy Racing
League, already has hit the shelves of thousands of retail outlets nationwide.
Ten million WebDecoder game pieces have been placed on specially marked
Purex products. Consumers peel off the WebDecoder stickers and log on
to www.purex.com/webdecoder
to determine if they are an instant winner. 
WebDecoder is a patented technology of WL Group, a W/S Packaging Group
company. The contest runs through June 2002.
In addition to the Chevy Tahoe, the special prizes include trips to the
Indianapolis 500 and another Indy Racing League venue, IRL phone cards
with free long-distance minutes and Team Purex/Aventis Robbie Buhl Collectors
Edition die-cast cars.
A national newspaper insert Feb. 10 that will reach more than 40 million
readers also will support the promotion.
Purex, the nation’s fastest-growing laundry detergent, is the co-primary
sponsor of the No. 24 Team Purex/Aventis G Force/Infiniti/Firestone driven
by Indy Racing veteran Robbie Buhl. Purex officials have been encouraged
by the success of their previous promotions with the IRL and the support
IRL fans have shown Purex products.
“We
are excited to once again join forces with the Indy Racing League to offer
our consumers and Indy Racing League fans added value,” said Steve Tooker,
vice president and general manager of Laundry Care for The Dial Corporation,
which makes and distributes Purex.
The Purex/Indy Racing League Web Decoder Promotion entails a massive undertaking
for Purex.
“We wanted to do something unique to create new excitement for our brand
and capitalize on the growth of the Internet,” said Camilla Innes, senior
brand manager for Purex. “It is a huge step forward in our relationship
marketing initiative.”
The WebDecoder promotion also will introduce the Indy Racing League to
millions of new fans.
“We are excited to work with Purex, one of our most involved team sponsors,
to create a promotion that provides an introduction to Indy Racing and
added value to millions of existing Purex consumers,” said Matthew McCartin,
director of marketing for the Indy Racing League. “This is a great example
of how Purex has worked with the Indy Racing League to create programs
dedicated to extending their sponsorship beyond the signage on a race
car.
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