Depending on where you are in the world, “football” can mean two very different sports. No matter if it’s American NFL or an Australian soccer game you’re talking about, what the two have in common is the need to enjoy a beverage while taking in the action. Deutsch Family Wine & Spirits wanted to highlight Australian [yellow tail] wine as an alternative to traditional game day drinks leading up to the Super Bowl and the debut of their TV commercial.
RMNG worked with marketing teams from Deutsch and [yellow tail] to execute the [yellow tail] Tailgate Tour, an experiential marketing project that featured 32 activations in 9 different cities.
What’s the best way to enhance the flavor of an exquisite wine? The perfect food pairing. RMNG sourced a culinary team to operate a branded food truck and whip up the signature sandwich Food Network star Jeff Mauro created for this complex experiential marketing tour.
Hungry crowds outside grocery and liquor stores flocked to the custom-wrapped marketing trailer for bites, sips, and the chance to win a trip to Australia.
But it wasn’t all about consumption during the pop up event. There was also some important giving back —the tour helped raise awareness and money for the renowned charity Rise Against Hunger, a hunger relief organization that distributes food and life-changing aid to the world's most vulnerable.
To ensure the whole experiential marketing tour ran as smoothly as [yellow tail]’s Chardonnay tastes, RMNG developed a comprehensive training program which involved creating, distributing, and executing run of shows and daily routing schedules. All event staff and brand ambassadors were well-versed in program procedures, goals, and talking points.
And to prove the success of the pop up marketing event, RMNG put together a comprehensive recap report that calculated the travel impressions of the branded vehicle as it toured the country. The recap metrics report also included the total number of event impressions, engagement data, consumer comments and feedback, and key learnings for any future activations Deutsch and [yellow tail] wanted to execute.
This tour activated in the following cities: Boston, MA / Stamford, NY / New York, NY / Philadelphia, PA / Melbourne Beach, FL / Tampa, FL / Tarpon Springs, FL / Land O’ Lakes, FL / Seminole, FL / Houma, LA / Thibodeaux, LA / Metairie, LA / Mandeville, LA / New Orleans, LA / Houston, TX / Pearland, TX / Dallas, TX / Bloomington, MN (Mall of America) / Minneapolis, MN / Rochester, MN / Savage, MN / South Edina, MN