BullFrog Sunscreen may have been a little frog in a big pond at the GoPro Mountain Games, June 7-10 in Vail, CO, but it managed to make a splash with a variety of touchpoints including sunscreen application stations, giveaways, roaming brand ambassadors and a beanbag toss-style “Cliff Hanger” game. The activation marked the brand’s third consecutive year sponsoring the four-day adventure sports extravaganza, which drove roughly 80,000 spectators to the mountains.
The Games, which feature 4,500 competitors, were a perfect match for BullFrog, which differentiates itself from competitors by producing sunscreens specifically designed for athletes and outdoor enthusiasts. To illustrate the benefits of those products to the active consumers in attendance, the brand showcased its technology-infused product lines: the sweat-resistant Land Sport, water-resistant Water Sport and Mosquito Coast. Attendees had the option to self-apply the Land Sport Quik Gel or Mosquito Coast at a sampling tent, or let brand ambassadors do the work at a Quik Gel application station.
Friendly brand ambassadors wearing signature BullFrog green were also roaming the grounds, driving consumers to the booth, educating them on the benefits of each product and distributing Quik Gel sample packets.
“Being that the GoPro Games is a high-intensity type of endurance gaming weekend with a lot of great activities all focused on the outdoors, it’s a natural fit for Bullfrog as an official sponsor for the Games and as the sunscreen of choice for these individuals,” says Tracey Gibson, senior marketing manager at Solskyn Personal Care LLC. “It was the perfect marriage.”
When consumers weren’t testing out products, they could be found taking a stab at the Cliff Hanger game by tossing beanbags at a target and earning points by “hanging or holeing” them. A leader board kept the competition fierce, with daily winners snagging backpacks chock-full of sports gear and full-sized BullFrog products.
“It’s very important to get out there and talk to the consumers, not only to call out what your brand offers, but also to understand what they’re looking for, and, if they’ve experienced it, why they like the product,” says Gibson. “And if they haven’t experienced it, [determining] what it is they’re looking for and how we can fill that need.” Agency: Switch, St. Louis.