GLENDALE, Calif., June 29, 2011 /PRNewswire/ -- From candy factory to Fantasy Factory, WONKA® today announced its partnership with Rob Dyrdek, star of MTV hit series "Rob Dyrdek's Fantasy Factory," celebrity host of the highly-anticipated new MTV reality video series "Ridiculousness," and founder of Street League Skateboarding on the ESPN family of networks. The professional skateboarder and television personality, best known for his innovation and creative influence in the world of skateboarding and the action sports industry, is now working with WONKA on a summer-long marketing campaign focused on the spirit of WONKA's "Pure Imagination."
As part of its creative partnership, the dynamic duo of WONKA and Dyrdek today unveiled the "WONKA Free Ride," a summer-long promotion that gives fans a chance to win brand-new skateboards, snowboards, cars, and even a free ride to college with a $100,000 grand-prize scholarship. As part of "WONKA Free Ride," the Street League DC Pro Tour Fueled by Monster Energy (SLS) nationwide tour, founded and produced by Dyrdek, is ending each event with an exclusive "WONKA Free Ride" encore exhibition, where Street League professionals unleash their most exciting and imaginative tricks after the judged competition is over, performing beyond the confines and structure of the league's traditional competition rules.
"Everyone loves to experience an unpredictable ride, whether it's being a dedicated skateboarder and landing a trick you never thought was possible or the casual skate fan witnessing the WONKA Free Ride encore as the surprise finale of our events," said Dyrdek. "That is why I am so excited to be working with WONKA, not only because I love their candy, but WONKA is all about imagination, creativity, and adventure. I've also been called the Willy Wonka of the skateboarding world, so it's cool to have these two worlds collide."
Dyrdek compares the spirit behind the "Free Ride" promotion with its $100,000 college scholarship grand prize and product give-aways to his very own non-profit efforts with the Rob Dyrdek Foundation, which helps to assist in the building of legal skate plazas across the globe and integrating skateboarding into education programs throughout the U.S.
"Like Willy Wonka, Rob has built his world, or fantasy factory if you will, around a pure love of imaginative fun," said WONKA spokesperson Tricia Bowles, of Nestle USA Confections & Snacks. "Rob is always bursting with new ideas and fantastic plans, making him a perfect fit for WONKA candy such as Nerds, Laffy Taffy and SweeTarts. He truly brings to life the whimsy and fun behind the 'WONKA Free Ride'."
"WONKA Free Ride" winners will walk away with a range of exclusive, exciting free rides including a personalized snowboard for racing down the slopes, a custom designed skateboard to a tricked-out Toyota Scion for cruising the streets in style. One lucky fan will win the ultimate free ride, a grand-prize $100,000 college scholarship. Fans can visit http://facebook.com/wonka to also create online a custom designed snowboard or skateboard. More about the WONKA Free Ride rules and regulations may be found online at http://wonka.com/freeride.
About WONKA Free Ride events at SLS
Rob Dyrdek's annual Street League Skateboarding (SLS) tour is a national competition featuring the most talented skateboarders from around the world. Through WONKA, Rob Dyrdek is thrilled to offer skateboarding fans free WONKA flavor during Street League Skateboarding 2011, as all fans present at the SLS events will be treated to more than a great show by the world's best professional skateboarders. Additionally, WONKA will be on hand keeping the crowd fully-stocked with free WONKA candy, from Laffy Taffy to Kazoozles, Nerds Ropes and SweeTarts. The remaining 2011 tour dates include two WONKA Free Ride exhibitions – one on July 17 at the Jobing.com Arena in Glendale, Arizona, and the second at the August 28 championship event at the Prudential Center in Newark, New Jersey.
About Street League Skateboarding™
Street League Skateboarding (SLS) is the premier professional skateboarding contest series worldwide. Founded by 20-year professional skateboarder and entrepreneur, Rob Dyrdek, Street League features 24 of the world's top street skateboarders competing exclusively for a groundbreaking $1.6 million prize purse in a nationwide tour live on ESPN/ESPN2. Driven by the need to enhance the experience of live professional street skateboarding, Street League utilizes the ISX™ instant-scoring format that makes every single trick count. More information is available at www.streetleague.com.
WONKA® opened its doors in 1983. Since that time, WONKA® has been dedicated to the art of producing fun, innovative, high-quality confections for candy lovers of all ages. WONKA® candies include NERDS®, NERDS® Rope, SWEETARTS®, SHOCKERS, SPREE®, LAFFY TAFFY®, RUNTS®, EVERLASTING GOBSTOPPER®, LIK-M-AID® FUN DIP, PIXY STIX®, BOTTLE CAPS®, KAZOOZLES™ and GUMMIES. THE WILLY WONKA CANDY FACTORY is owned by Nestle USA, Inc. For more information about WONKA, visit WONKA.com or Facebook.com/WONKA.
About Nestle USA
Named one of "The World's Most Admired Food Companies" in FORTUNE magazine for 14 consecutive years, Nestle provides quality brands and products that bring flavor to life every day. From nutritious meals with LEAN CUISINE® to baking traditions with NESTLE® TOLL HOUSE®, Nestle USA makes delicious, convenient, and nutritious food and beverage products that make good living possible. That's what "Nestle. Good Food, Good Life" is all about. Nestle USA, with 2010 sales of $10.4 billion, is part of Nestle S.A. in Vevey, Switzerland — the world's largest food company with a commitment to Nutrition, Health & Wellness — with 2010 sales of $105 billion. For product news and information, visit Nestleusa.com or NestleNewsroom.com.
SOURCE Nestle USA