WILLIAMSVILLE, N.Y. — A week into a month-long American-themed promotion that began on May 24, Tops Friendly Markets  here is running an integrated summer consumer sales campaign tagged with a charity component.
Tops' Great American Car-A-Day Giveaway consists of an in-store sweepstakes tied to vendor-sponsored and store brand products and an online charity promotion. The campaign runs through July 4 and involves a full core of in-store and media communication. During the sweepstakes Tops will give away 36 cars in 36 days, a promotion valued at $720,00.
Shoppers who use their bonus cards are automatically entered into a daily drawing for a chance to win a brand new car (Jeep Liberty, Chevy Colorado or Ford Fusion) valued at $20,000 or the cash equivalent. Consumers can receive bonus entries when they buy any of the following brand products: Tops, Fresh Express, Pepsi, Top Care, Arm & Hammer, Jennie-O, Coca-Cola, Lay’s, and Pantene and Gillette. There will be one drawing and winner each day. The winning bonus card numbers will be printed in the The Buffalo News and announced on local TV news stations and posted at in-store locations and on Tops’ website , or Tops’ Facebook page.
The charity component will be run online in stages. Local charities in Tops marketing area are asked to complete nomination forms to officially enter their organization for a chance to win a new vehicle or the cash equivalent.
Consumers can vote online for their favorite local charities in Tops marketing areas through Tops' newly designed website  or through the Tops new Facebook page . The top 10 charities receiving the most votes will be selected to move to the final round of voting. From July 13 to July 26, users can then vote for one of the top 10 charities once per day through the Tops website or Facebook page.
Tops spokeswoman Katie McKenna told SN the American themed campaign is a significant investment the retailer is making to offer value to shoppers in a tough economy. The charity component is another way that Tops can give back to the community, she said."It's all about bringing value to the table, driving customers into the store and creating excitement."
SKM Group, an integrated marketing company with offices in Depew, N.Y., and Naples, Fla., created the campaign.