Monster Generates Buzz with Free Rides to Trade Show - Event Marketer

Monster Generates Buzz with Free Rides to Trade Show

DB_EX_Monster_2006 Ex
Brand: MONSTER
Agency: OCTAGON
Awards: EX AWARDS — BEST INTEGRATED TRADE SHOW CAMPAIGN
Year: 2006

Monster took its sponsorship of last year’s Society of Human Resource Management Show at the San Diego Convention Center and activated way beyond the booth, connecting with attendees inside the expo, outside of the convention center and throughout San Diego.

The action started pre-show, with Monster sending out invitations that offered attendees free rides from the airport to the hotels in Hummer stretch limos. The free transportation theme extended throughout the show and the city: 85 pedi-cabs and four branded Hummers were available to take attendees from the convention center to the hotels and throughout San Diego. In addition, attendees could check out the city with tours in branded double-decker buses. In all, 1,678 attendees took rides in Monster-branded vehicles during the expo.

“It helped that our brand was seen everywhere, which was great, but attendees also appreciated it,” says Kerry Talbot, senior manager-event marketing for Monster. “They expect it year after year now.”

At the show itself, a wrapped ice-cream truck—a very tasty form of transportation—offered frozen treats for SHRM attendees. The brand also, ahem, drove traffic to its booth by dropping postcards at attendees’ hotel rooms; guests who came to the booth could have their cards mailed for free, courtesy of Monster.

“The approach was simple and well executed, and it created a buzz,” says Jeff White, group director for Norwalk, CT-based Octagon, which handled. “A lot of people were talking about the things we did, and it built momentum as the conference went on.”

The brand rounded out the activation with two customer events: A Monster party offered food and dancing, and—you guessed it—free rides to and from the event, and a separate spa-themed event featured free spa treatments for worn-out attendees.

Both events were so popular with attendees that the brand ended up extending each of them past their scheduled conclusions.

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