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CPG: Media Plan Extension

CPG: Media Plan Extension

BRAND OBJECTIVE:

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.

CONCEPT:

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.

SOLUTION:

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.

InStadium Program

: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

Player ambassadors

In-game sampling

Our Results

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

UBP Corpus Christi Hooks
UBP Tampa Bay Yankees
UBP Mascot
UBP Jupiter Hammerheads

CPG: Media Plan Extension

CPG: Media Plan Extension

BRAND OBJECTIVE:

An integrated marketing and media agency specializing in multicultural audience-inclusive brand building partnered with InStadium to generate awareness and interest for Del Real Foods among influential, live basketball and soccer fans in key brand DMAs.

CONCEPT:

InStadium utilized dynamic media assets of sight, sound, and motion to deliver Del Real messaging to fans in Los Angeles, Dallas, San Francisco, Houston, Phoenix, and Denver. A total of nine (9) MLS and NBA teams participated in the program covering 40 games from October 1 -  November 15, 2017.

SOLUTION:

Leveraging both pre-game and in-game asset positions, InStadium’s network of teams and venues ran creative on digital video boards with dynamic LED creative as well as product sampling in front of over 464,000 sports fans!

InStadium Program

:10 public address announcement

:30 Jumbotron video advertisement

:40 synchronized, in-bowl LED and surround sound

Del Real Pepsi Center
Del Real Los Angeles Lakers
Del Real Sampling
Del Real LED

CPG: Media Plan Extension

CPG: Media Plan Extension

Our Client

Our client, a prominent CPG brand, engaged InStadium to build awareness and purchase intent for their product by supporting their College Football “Tailgate Tour.”  The campaign was expanded by engaging fans on mobile during key games and continuing the conversation in the weeks following.

Our Solution

Using InStadium’s network of geo-fenced college football stadiums to serve mobile ads to deliver brand messages on game day and in the weeks following was a turnkey activation.  Three different static ad types were used and tested throughout the campaign and a total of 12 college football stadiums over 13 games were utilized to serve the mobile ads.

Fan engagement platform

InStadium Program

Geo-fenced, targeted mobile in-game and postgame advertising

Our Results

Over 6.7 million impressions were generated.  These impressions were made on the most influential, hard-to-reach consumers, as they sat back and took in the entire game day experience.

We were able to generate a 0.69% click-through rate, compared to national average CTR of 0.16%.  Our best performing static unit had an impressive 1.78% CTR.

Live environment activation

CPG: Media Plan Extension

CPG: Media Plan Extension

Our Client

Seeking to test responsiveness to a new consumer marketing campaign, a popular food brand leveraged InStadium's assets and expertise to promote its brand creative in key markets.

Our Solution

Through InStadium's network of Minor League Baseball venues, our client was able to cast a wide net—a total of 119 teams in different locales across the country—in testing its new brand campaign. An MiLB flight connected the brand and creative with more than 6 million influential sports fans, who tend to be light television viewers during the spring and summer months.

The common thread through each venue was InStadium's live sports fan engagement platform: an attention-grabbing loudspeaker call to action, a gleaming video board featuring our client's test creative, and brilliant in-game LED and surround sound to bolster the campaign message. Leveraging both pregame and in-game asset positions, these dynamic assets received value-added exposure in many venues, leading to an additional 2 million-plus 18-and-over adult impressions—9 percent more than the contracted flight total.

InStadium Program

:10 public address announcement

:30 Jumbotron video advertisement

:40 synchronized, in-bowl LED and surround sound

Our Results

Venue promotions: 3,145 games among 119 Minor League Baseball teams

Adult impressions (18-and-over): 23.6 million

Event attendees: 6.6 million-plus

Aided awareness in venue: 52 percent, compared to 12 percent for television

Intent to purchase: 10-point growth from pre- to postgame

Media plan extension help build brand equity
Media plan extension are efficient with InStadium
Media plan extension in the live environment
Live sports create brand fans