Labatt Blue Big Inning: Writer


This was one of the first interactive TV promotions done for beer. Purchasers of cases of Labatt got a card with a score on it. During Blue Jay games, there would be a commercial that announced a ‘score’. If your score was the one and you called in, you were entered in a draw to win a VIP trip to a Jays game.

The Blue Jays were hot then – so hot in fact that when the promotion ran during a particularly well-watched game leading up to the playoffs, so many people tried to call in that it actually fried a telephone transformer in Ottawa.