November 18, 2009: Philips Norelco is not an official partner of the NFL — rival Gillette via Procter & Gamble covers the personal grooming area — so the company is doing a wildcat move to snare a little of the Super Bowl aura by teaming with former NFL player and head coach Mike Ditka. As with all companies not officially affiliated with the NFL, Philips Norelco cannot use league marks, logos, photos or symbols, and can't even mention the term Super Bowl. Instead, the company has created the "Ultimate Football Weekend" contest, sending consumers to Miami from Feb. 4-8 to coincide with Super Bowl XLIV.
Ditka, currently an NFL TV analyst, entrepreneur and businessman, already was scheduled to be in Miami as part of Gridiron Greats, an organization that benefits retired NFL players who need assistance.
The Philips Norelco campaign is anchored by a football trivia competition running now through January. Each week, a new set of seven trivia questions will be posted at NorelcoMVP.com. Visitors who correctly answer every question will automatically be eligible to be selected as one of eight finalists. (Full details here.)
Support includes print in ESPN the Magazine, Sports Illustrated and elsewhere; radio and Internet.
The Philips Norelco Trivia Bowl finals will take place at ESPN Zone in New York on Jan. 13, 2010. The event will be hosted by Ditka and emceed by Mike Greenberg of ESPN's "Mike & Mike in the Morning." The grand prize winner and a guest will be flown to Miami for the Ultimate Football Weekend. The package also includes the ESPN Next Party, a complete football entertainment package and cash prize of $1,000. Howver, tickets to the Super Bowl itself are not mentioned as being among the winnings. Other prizes include Philips' grooming and electronics products, ESPN.com Insider subscriptions and pro football merchandise.
Questions during the opening rounds at the Web site include "Which NFL team originally drafted quarterback John Elway?" and "What year did Paul Tagliabue become NFL commissioner?"
"Philips Norelco knows that our most valuable players are our consumers and we want to engage with them in an environment they enjoy — football," Jacopo D'Alessandris, vp-marketing North America, Philips Consumer Lifestyle, said in a statement. "The Philips Norelco Trivia Bowl is a fun and challenging way for our consumers to get in the game and ultimately offer one lucky football fan the football experience of a lifetime."