
by Peter Yoon,
LATImes (which is funny since it seems he read about it in the
Boston Herald. oh well)...
NFL officials are clucking about an offer by fast-food chain KFC to donate $260,000 to charity in the name of any player who celebrates a Super Bowl touchdown with a chicken dance. The Boston Herald reported that players who cross the line could face fines or suspensions.
"KFC is not affiliated with the NFL in any fashion, so this is a textbook case of ambush marketing 101," NFL spokesman Brian McCarthy told the paper.
KFC spokesman Rick Maynard told the paper that agents of several players have contacted the company about the promotion, but the NFL warned those players to be careful.
"If a player acted in a way that was a reflection of a corporate message, then we'd have to take a look at it," McCarthy said.
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(add'l info by Nina M. Lentini, fyi)
Just to be safe, KFC has lined up former Atlanta Falcons player Jamal Anderson, who was known for his "Dirty Bird" end zone dance, to be on site prior to what KFC refers to as "the big game." "We think this is a fun and creative marketing concept that both fans and the media will be interested in, and we're spreading the word through an online digital campaign," Maynard says. PR is being handled by Weber Shandwick.
KFC is also running a consumer promotion wherein people can upload videos of themselves doing the chicken dance and win "the ultimate big game party," including a flat-panel TV, a limo to bring in the guests, cheerleaders to fire up the crowd, a spread of KFC and a cleaning service for post-party tidying. (SG note: that promo ended 1/25, and the winner will be announced today)