Integrated Event Marketing implements the onsite event activation element for Big O Tires of Northern California and Northern Nevada at Monster Jam events in Sacramento, Oakland and Reno. Big O builds an effective integrated event marketing campaign regionally with elements that include discount ticket coupons available at Big O Tires retail stores; promotional visits of Monster Trucks to selected retail stores supported with local radio ads; Facebook integration supporting the discount coupons and promotional truck visits; Monster Jam event activation managed by Integrated Event Marketing. Onsite event activation includes branded exhibit elements; logo giveaways; call-to-action signage with verbal engagement by event staff supporting a $500 Big O Tires Prize Card drawing to help build mailing and email lists; call-to-action cards supporting a current tire discount promotion with either a text-to-win promotion or a Facebook tie back asking attendees to “Like” them on the regional Big O Tires Facebook page.
Integrated Event Marketing coordinates and manages the onsite event activation by managing pre-event logistics with Feld Entertainment regional managers; exhibit design and installation; brand ambassador staffing and training; summary reporting. In Sacramento and Oakland a text-to-win call-to-action was included with the tire promotion resulting in over 900 opt-in text entries. At the event in Reno, the Facebook “Like” call-to-action with introduced for the first time with mixed results. Bill Bright with Integrated Event Marketing, says “Facebook offers a powerful platform to drive onsite event engagement with event attendees but we need to refine our strategy and tactics to maximize its benefits. We’re learning by doing. Stay tuned for new insights.”