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, Procter & 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 coupon. 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.