Ortho Fires Up Fire Ant Season with In-Store Events
Ortho created awareness and educated consumers on the benefits of Ortho Max Fire Ant Broadcast Granules through a mobile marketing campaign during peak fire ant activity months in key states of Florida and Texas. Sixty events were conducted in parking lots of select Lowe’s and The Home Depot stores from March through June coinciding with a media advertising schedule supporting the message and generating consumer awareness.
Sales associates interacted with consumers at these events, educating them on fire ant population control and the product’s effectiveness. Mobile kits included branded materials such as a tent, a custom-made giant Max fire ant inflatable and Max fire ant costume, educational signage, prize wheel and consumer freebies. Sales increased 13 percent in event stores during the week of the event and 35 percent in weeks following. Fire Ant Brigade will re-run in 2007 with three more trailers and an additional 130 events in nine states.