Apr 12, 2010 at 01:28 PM
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Eleven Year-Old Activates Kraft's Explosion Sponsorship

This weekend, eleven-year-old Casey Rogers pushed the detonation button activating 2,715 pounds of dynamite and Kraft's sponsorship of Texas stadium's demolition. Casey won the opportunity through a Kraft Macaroni & Cheese essay contest, which he won for charitable work in his local community.

The implosion of Texas Stadium cost Kraft $75,000 to the city of Irving, $75,000 Kraft Macaroni & Cheese Dinner product donation to four local charities.

"It was awesome," Casey said. "Just watching it come down was different from my dreams. It's a once in a lifetime chance."

The deal initially prompted a secondary $75,000 offer from the Physicians Committee for Responsible Medicine, which asked that in exchange for the sponsorship the city drape a banner across the stadium reading "Cheese Really Blows You Up." The city rejected the offer, but appeased the group by agreeing to donate $25,000 of the sponsorship to YMCA programs fighting childhood obesity.

The explosion itself seemed to go off without a hitch.

“We wanted to find an explosive idea that tied in with our launch,” said Eileen Sharkey Rosenfeld, a Kraft senior brand manager. “This made a lot of sense.” Kraft brought the idea to officials of Irving, the Dallas suburb that owns the stadium.

Here it is..