Dierks Bentley Has Cracker Jack Idea for Radio Promotion

Dierks Bentley is shipping more than 2,000 boxes of Cracker Jack snack food to country radio stations next week as part of a contest to promote his latest single, “Feel That Fire.” The song’s lyrics include a line about a “toy in the Cracker Jack.” When radio programmers open the boxes to find the toy, 51 random stations will become winners from scratch-off tickets awarding prizes including autographed guitars and the grand prize of a backyard concert featuring Bentley. “Feel That Fire” is the title track of Bentley’s fourth Capitol Nashville studio album and will be released Feb. 3.