By now, you know that at InStadium, we’re passionate about connecting brands with fans, live and in-the-moment, to create special and memorable experiences. We talked with our friends at the Phoenix Suns about recent activations at Talking Stick Resort Arena that got fans excited, and it’s clearly a story about how powerful the live environment can be.
From Thursday, November 10 through Thursday, December 8, the Phoenix Suns encouraged fans to visit their local Carl’s Jr. restaurants throughout the Phoenix and Scottsdale area in order to have a great meal, receive free Suns tickets, score some giveaways, and meet the Suns Gorilla mascot and Phoenix Suns Dancers. The mascot and dancer appearances took place during the lunch hour rush to benefit both the existing restaurant guests as well as to provide a prime time to drive Suns fans to their local Carl’s Jr.
“Over the course of four Drive-to-Retail events we averaged approximately 95 attendees,” Kara Galloway, Activation Manager of Marketing Partnerships, told InStadium. “On one date, we doubled sales for the local restaurant!”
surrounding the fan
The Phoenix Suns used a mix of assets including the video board, PA announcements, mobile, social media, and promotional pages to strategically target fans in the area. In total, the campaign delivered over 940,000 impressions to a very valuable audience.
“Through a mix of unique assets, we were able to get very targeted,” said Galloway. “Being able to use a combination of video board assets with mobile and social really helped get our message to exactly the right audience.”
Reaching the right audience with your message is what matters and being able to drive such a memorable engagement opportunity is what brought this particular campaign to life. Not only did the Suns and Carl’s Jr. get their brands in front of a targeted group, they were able to use that connection to inspire action – namely, visits to retail locations. By using a mix of in-venue assets like video board content, LED digital ribbons, and PA announcements with integrated support from mobile and social media, true brand breakthrough can be delivered.
Like the Suns and Carl’s Jr. saw in their activation, using this mix creates a memorable, surround-sound experience. Be Seen. Be Heard. Be Live.
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