No, this isn't direct marketing but it is a very cool campaign, MS

USG kicks Off 'El Mero Mero Drywalero'.

Aug-29-2006, HispanicAd

 United States Gypsum Company (USG), the manufacturer of top-selling Sheetrock Brand drywall, is launching the 'El Mero Mero Drywalero' (The Best of the Best Drywaller) contest to honor and reward the best drywaller in Southern California.

The inaugural USG's 'El Mero Mero Drywalero' competition searches for The Best of the Best Drywaller in Southern California by hosting nine competition events in the Los Angeles area. Every event will feature four winners and all 36 winners will participate in the final event at Plaza Mexico in Lynwood on Sunday, Oct. 29. The grand prize winner will receive $5,000 cash; second prize will receive $2,500 cash and third prize will receive $1,000 cash.

"USG is excited to introduce the first-of-its-kind drywall 'El Mero Mero Drywalero'competition to honor and showcase the top drywall professionals who utilize their skills every day in their trade," says Sergio Fernandez, Manager of Emerging Markets, USG. "Their hard work, pride and dedication are illustrated in the work they produce, and this fun and challenging competition was designed to reward Hispanic drywallers in their quest to exhibit the highest standards in their industry as `the best of the best' in drywalling."

Chivas USA team members will join the campaign -- one or more Chivas USA players will be on hand during certain events to root for contestants alongside their families and friends and sign autographs.