Blue Chip Marketing, an agency based out of Chicago, reached out to EMS with an opportunity to develop the experiential marketing activation for their client, Proctor and Gamble, better known as P&G. To showcase the partnership of P&G Brands available at Big Lots Stores, a display was strategically designed to promote products and the partnership for Riverfest—Cincinnati, Ohio’s largest long-standing Labor Day tradition, the WEBN (102.7 FM) Fireworks, viewed by nearly half a million people.
With the goal to create buzz and awareness around P&G products sold at local Big Lots stores, EMS created a display that “sizzled” complete with a unique inflatable tent, giant flag banner, co-branded premiums and custom PLINKO board to draw guests to the tent display. There, brand ambassadors enticed guests to register for the Big Lots online e-saver program, BIG Rewards! while educating participants on the availability of P&G products at Big Lots.
A street team of roving ambassadors traversed the event grounds carrying branded P&G | Big Lots canvas sling bags to distribute products and $1 off Tide coupons to spread the word and capture more engagements. EMS worked directly with event coordinators to secure sponsorship benefits, a high traffic footprint location, and trained a team of brand ambassadors which led to the successful outcome of the program.
The brightly colored display and activities drew in 9,000 interactions during the one-day activation. Utilizing iPads to setup user profiles on-site resulted in a total of 360 new participants enrolled into the e-saver program. 6,500 guests received a $1 off Tide coupons. In addition, 1,500 branded premiums including stand-out orange koozies, branded frisbees and waterproof cell phone cases, along with 14,000 P&G product samples were distributed.
guests enrolled to the e-saver program on-site
P&G product samples distributed