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Discover Card Sweetens College Bowl Title Sponsorship With 'Peggy' Marketing

'Peggy' will soon be getting calls from Bobby Bowden and Lou Holtz as part of Discover Orange Bowl marketing.November 3, 2010: Discover Card, which recently signed a four-year deal to become title sponsor of the Orange Bowl, said it would support the alliance with a series of marketing efforts to include TV, Internet, POP and on-site activation.

The first Discover Orange Bowl college football game will be played Jan, 3, 2011, at Sun Life Stadium in Miami, and shown nationally on ESPN.

Discover, which is also the official card of the Orange Bowl and Bowl Championship Series, said it would feature former long-time college football coaches Bobby Bowden and Lou Holtz in new spots in its "Peggy" campaign, which features a clueless customer-service rep who offers no help to customers with problems. Although details of the spots were not disclosed, Discover said that Bowden, best known for his 33-year tenure as head football coach at Florida State, and Holtz, whose lengthy head college football coaching career includes Arkansas, Notre Dame and South Carolina (and is now a college football analyst with ESPN), would "be grappling with some of the challenges consumers encounter when calling their card’s customer service."

The title character, Peggy, is played by a bearded man with a European accent who works for the fictional U.S.A. Prime Credit company. Lead agency is The Martin Agency, Richmond, VA.

Discover, which replaced FedEx as the game's title sponsor after more than 20 years, also said that numerous exclusives would be available at the game to card members. Included are the ability to purchase premium tickets to the game by redeeming Cashback Bonus rewards, a sneak peek at the Orange Bowl half-time entertainment the night before the game, access to the Game Day Fan Zone; and admission to the pre-game Discover Tailgate Party featuring food, entertainment and appearances by sports broadcasters and personalities including Bowden.

Other Orange Bowl marketing partners include Bank of America, Bud Light, Coca-Cola, Geico, AT&T, Nike, Taco Bell, Toyota, American Airlines and Bacardi.

“We are delivering game-changing benefits to card members by offering the ability to purchase 2011 Discover Orange Bowl tickets with Cashback Bonus rewards and providing exclusive experiences surrounding the game,” Harit Talwar, president of U.S. Cards at Discover, said in a statement. “This premier lineup of benefits is another example of how it truly pays to Discover, especially through our award-winning Cashback Bonus program.”

Discover Now BMOC With Title Sponsorship Deal Of Orange Bowl

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