Leveraging their 2008 Beijing Olympic Games sponsorship, Johnson & Johnson Vision Care recently teamed up with Exponent (the PR division of Colle+McVoy) to launch the ACUVUE® The Difference is Real™ Trip to Beijing Sweepstakes. With the help of U.S. Soccer Women’s National Team star forward Heather O’Reilly and Dr. Graham Erickson, the campaign aims to educate Americans about how proper vision correction can help improve performance -- both on and off the field. Four sweepstakes winners and their guests will receive a once-in-a-lifetime opportunity to attend the Beijing 2008 Olympic Games.
To support the campaign, a highly designed MySpace page was created to highlight O’Reilly’s compelling vision story and tout the sweepstakes opportunity. A far-reaching PR campaign reached television, print, radio and interactive media across the United States. O’Reilly and Dr. Erickson participated in an extensive NYC media tour in mid-March, talking with the likes of Sports Illustrated, FOX Sports, ABC News and 26 radio and TV stations across the country. To date, media impressions have reached 15.5 million, O’Reilly’s MySpace page has received nearly 7,000 visits and 30,000 submissions for the trip to Beijing sweepstakes.
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