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Brawny
PROMOTION TYPE
Essay Contest
SPONSOR
Georgia-Pacific
CREATIVE
Agency
OVERVIEW
The Brawny Great American Worker Awards provided employees of manufacturing and industrial companies the opportunity to nominate fellow employees for recognition as “Great American Workers.” Entrants submitted their essays for one of three categories: Work Safety, Work Productivity, or Community Involvement. One winning nominee was selected for each category and received $3,500. In addition, one overall Grand Prize winner received a Ford F150.
PROMOTION SUMMARY
This promotion provided a chance for the Sponsor to recognize those in the workforce that were deserving of recognition that they might not otherwise receive. By employing a level of skill – in this case an essay – the Sponsor was able to reward those that they felt were most deserving of a prize and increase involvement beyond that of a sweepstakes or game. The high value of the prizes, particularly the Ford F150, provided the Sponsor with positive PR.
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