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Ferrara Pan Lemonhead Event Sampling
Objectives: To make the unaffordable...affordable! Most companies can't afford the million dollar plus price tag that is associated with an artist the caliber of Hannah Montana. With our Blitz Street Team approach, this brand can now be associated with the hottest teen sensation of the century.
To increase brand presence and awareness of Ferrara Pan Lemonhead product to a targeted demographic at strategic events and locations.
To initiate trial and increase purchases, generating higher local retail sales.
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Description: This buzzing Lemonheads Sampling campaign is a local form of product sampling, targeting the "tweens" demographic, boys and girls ages 10 plus, best executed with teams between 15-20 brand ambassadors per event within a 2-3 hour time period. Without first hand knowledge of the venue, strategically setting up around the venue is key. You must consider every parking garage and parking lot, the public transportation systems, surrounding street intersections, cross walks and venue entrance as patrons will funnel from all around. Once in position, teams of 2-4 brand ambassadors with sampling bags sample to the crowds and eventually are replenished by the team runner, who strictly supplies the brand ambassadors with product. The biggest challenge is executing under the radar, avoiding venue promoters and dodging venue authorities.
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Markets: Justin Timberlake, Beyonce, Destiny's Child, Ashlee Simpson, Christina Aguilera, Hannah Montana. Los Angeles, San Diego, Detroit, Boston, Denver, Atlanta, St. Louis, Memphis, Columbus, Chicago, Orlando.
Contracted by: Ferrara Pan Company, Chicago, IL
Time Period: All of 2007 and continuing in 2008