Are Roger Federer fans a good target for Swiss chocolate?

3/23/11

Swiss chocolatier Lindt thinks so. They have decided to become host sponsor of this year’s Sony Ericsson Open in Miami. The sponsorship includes signage, product demos at the Lindt Lindor Dream Center, and sampling throughout the grounds, and even at tournament partner hotels. There’s also a text promotion offering seat upgrades, commercials and trivia on jumbo screens, an online sweepstakes and a Twitter contest. In short it’s a truly integrated promotion targeted to the approximately 300,000 attendees. (Greenberg, 2011)

Is this a good idea? Do you think it will be successful? Will it have a ripple effect?

Greenberg, K. (2011, March 21). Lindt Serves Up Chocolate At Sony Ericsson Open. mediapost.com. Retrieved March 22, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=147062&nid=124941