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McCain
 When McCain, NFL & CanWest partnered in the fall of 04 to put together the McCain Crescendo 4th Quarter Super Bowl Contest, we knew we had a huge winner. More than a million Crescendo-brand frozen pizza boxes were branded with game cards inside. A targeted TV and on-line campaign broke in January 05 and Canadians responded by the thousands for a chance to win weekly authentic NFL merchandise and to vie for the chance to go to Super Bowl 2006.
Additional support came from NFLCanada.com, in-store point-of-purchase material, and virtual placement in NFL games.
The campaign also featured an on-line virtual field goal game, which was incredibly popular and will be back for eight weeks to kick off year #2.
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