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MediaBuyerPlanner: Pontiac has launched a sweepstakes and scholarship promotion via an NCAA-themed campaign called Game Changing Performance. The campaign gives money to the college whose team wins an online vote for best play of the week in a game, writes MediaPost.
The campaign has animated versions of the three hosts of ESPN College GameDay - Chris Fowler, Lee Corso and Kirk Herbstreit - stroll onto a user's screen, over the rest of the content, to suggest they visit Pontiac's NCAA microsite to vote for their favorite plays of the week. The ads are running on ESPN.com, a number of university websites and CSTV.com.
The college or university that gets the most votes each week wins a $5,000 scholarship and is eligible for a $100,000 "game-changing performance of the year" scholarship. In addition, one voter a week for the 13 weeks of the promotion gets a $5,000 general scholarship.
For the animated versions of the three hosts, Pontiac is using Rovion's InPerson web-animation technique.
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