Event Marketer

As part of a new three-year deal with the NFL State Farm will become presenting sponsor of the Pro Bowl. It’s the first time the league has sold presenting sponsorship of the season-ending all-star game.
 

DaimlerChrysler invited 120 consumers to the State Fair of Texas in Dallas to wade through 14 000 gallons of mud for the chance to win a 2007 Jeep Wrangler Unlimited. “It was big fun and a little bit messy ” Carrie McElwee the brand’s senior manager-marketing p.r. told Buzz. “We thought it was the perfect venue to bring consumers to… [and] to prove how muddy they were willing to get to win.” More than 2 500 consumers signed up to participate on a microsite created for the Sept. 29 challenge.
 

The rules of the road are getting easier with a variety of purchase options now available for marketers readying mobile tours. With prices for 53-foot tractor trailers starting around $250 000 these days purchasing a truck for a mobile marketing program can be an expensive affair—or it could be one of the best long-term investments your marketing team makes. And if buying isn’t for you leasing is becoming a workable option for a growing legion of brand marketers.

With the second leg of a 34-city tour just underway Del Monte’s 9Lives brand is savoring the results from the first wave of the campaign. The brand’s Daily Essentials cat food line reported an eight percent boost in bagged food sales since starting the campaign plus a five percent spike in canned food sales a major jump for its category.
 

Amstel Light is spending the winter wooing skiers and celebrities via a series of Après Ski Lodge events. The Heineken USA brand is taking over lodges and bars in Telluride CO and Park City UT in February and March creating environments that resemble a Swiss ski chalet. The campaign is a cold-weather complement to Amstel’s portfolio of golf and culinary events.