Van Der Hagen and Beard Guyz partnered with InStadium to authentically engage live sports fans by delivering breakthrough experiences in Minor League Baseball ballparks that drive retail sales and overall brand awareness.
InStadium utilized dynamic media assets of sight, sound, and motion to deliver messaging to fans in MiLB stadiums across the country. The power of this Live InStadium Media combined with mobile ad-serving, huge social reach, player ambassadors, and in-game sampling put both brands front and center. A total of 31 teams participated in the program, covering 1,176 games from May 12 - August 12, 2017.
Through consultation with UBP, InStadium leveraged their unique expertise and capabilities to deliver enhanced value. Wade Boggs appearances were added, social ambassadors joined the Shave or Not Shave movement, and twice as many samples were delivered compared to plan. InStadium's network of teams and venues ran Van Der Hagen and Beard Guyz creative on digital boards (with dynamic LED creative) and mobile devices in front of over 2.6 million baseball fans.
:10 public address announcement
:30 Jumbotron video advertisement
:40 synchronized, in-bowl LED and surround sound
Geo-fenced, targeted mobile in-game and postgame advertising
Adult impressions (18-and-over): 21.3 million
Event attendees: 2.6 million-plus
Increase in social following: 180 percent
Mobile CTR: 0.91 percent, compared to national average of 0.07 percent
Increase in brand interest for Van Der Hagen: 9 percent
Increase in brand interest for Beard Guyz: 10 percent