Buck the Line Augmented Reality Contest Reinforces "Don't be a Tosser"

CALGARY, July 9 /CNW/ - The Calgary Stampede together with Alberta Beverage Container Recycling Corporation (ABCRC), the Calgary Sun and Corus' Country 105FM radio station have launched a contest campaign linking traditional and social media with augmented reality technology, that allows contestants to see a layer of computer-generated imagery in real 3-D space.

Offering revellers at this year's 2010 Calgary Stampede the opportunity to "Buck the Line" at the Stampede's Nashville North property, with a chance to win an instant daily prize pack consisting of 2 Calgary Stampede Buck the Line passes, including admission to Stampede Park, admission to Nashville North via the Buck the Line entrance (must enter before 9pm), one Bronze Rodeo ticket, two drink tickets and a beef on the bun. Approximate retail value per instant daily prize pack is $400.

Consumers can enter the contest by obtaining a Buck the Line dummy ticket distributed by the Calgary Sun, onsite at local Calgary Stampede Caravan Pancake Breakfasts or by going to www.dontbeatosser.com and downloading the dummy ticket. Selecting the "Buck the Line" contest entry form, contestants need to enter their name, email address, phone number and address on the online contest entry form, as well as connecting with the Facebook Connect application already a key function of the Don't Be a Tosser site.

Once entered, a special screen will appear where contestants will then be able to hold up the backside of their dummy ticket contest entry card or the front of the printed version available for downloading on the same site, up to their webcam. While posing for the camera, the dummy ticket will transform into a western-style belt buckle, revealing whether they are a winner of an Instant daily prize pack.

If contestants share their image with a friend on Facebook, they will automatically receive an extra entry for the Grand Prize draw. All contestants who participate will also be entered to win the Grand Prize, consisting of 2 tickets to the Calgary Stampede Rodeo finals on July 18, 2010.

The heavy emphasis of this contest campaign is to reinforce the existing messaging of the Don't Be a Tosser campaign, encouraging Albertans not to toss their empty beverage containers, but rather recycle them, keeping the containers out of landfills, and ultimately preserving our environment.

Using open-source technology, Calgary's Trigger Communications, and ABCRC's agency of record, has created the augmented reality application as an add-on to the existing www.dontbeatosser.com social media-focused website. The agency also designed creative for the campaign and collaborated with the creative team from Country 105FM to produce all on-air radio support that will run for the duration of the contest and throughout the 10 days of the Calgary Stampede.

"A key demographic for us to be targeting with our recycling message remains the 18-25 year olds. Together with our sponsorship of the Calgary Stampede and their Nashville North property, this seemed like a simple and fun way to continue to educate and engage this audience, keeping our recycling message top-of-mind," commented Guy West, ABCRC's President.

"It was also our intention to deliver the first instant-win augmented reality contest in Alberta."


ABCRC is the provincially incorporated not-for-profit product stewardship corporation. Their mandate is to be the agent for the beverage manufacturers to operate a common collection system for registered containers, to be responsible for recycling beverage containers, to comply with regulation and BCMB by-laws, and to promote the economic and efficient collection of beverage containers in Alberta.


For further information: For further information: Guy West, President - ABCRC, 403.264.0170 x233, gwest@abcrc.com; Cherie Cohen, VP, Communications & Marketing - ABCRC, 403.264.0170 x223, ccohen@abcrc.com

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