Event Marketer and MRD December 2021 - 103

BEST EVENT ON A BUDGET
($500,000 OR LESS)
Legacy grilling brand Weber successfully took on the fastgrowing
pellet grill market with a multi-sensory mobile tour
showcasing its own SmokeFire EX6 wood-fired pellet grill over
the course of the traditional grilling season.
The Summer SmokeFire Tour targeted tech-savvy, grilllovers
and featured two tour teams that traveled in custombuilt
vans to engage and educate consumers and retailers
across the country. The 14-week tour took place at the height
of grilling season with 110 outdoor, socially-distanced events
across 14 states on the calendar. Weber lured consumers
outside home stores like Lowe's with grilling demonstrations
showcasing the new grill. There was also a wood pellet bar
introducing the different flavors of all-natural SmokeFire
wood pellets for visitors to explore while learning how the fuel
enhances the grilling experience.
Attendees received complimentary Weber spice packets
GOLD WINNER
CLIENT: Weber
CAMPAIGN: Summer SmokeFire
Tour
AGENCY: Next Marketing
with a custom QR code directing them to the online product
page. An additional QR code offered entry into a sweepstakes
to win a premium prize package including a SmokeFire
EX6, accessories and a gift card to a local premium butcher.
Customers who purchased the new grill on-site enjoyed
expedited service and received a gift of pellets, grill cover or
custom pellet bag.
The tour increased on-site sales year-on-year by 110 basis
points, and exceeded consumer interaction targets more than
11 percent. How's that for sizzle?
BEST EVENT ON A BUDGET
($500,000 OR LESS)
When pandemic lockdowns closed Calgary's Spruce Meadows
world-class sport and entertainment venue, known for its
international show jumping, logistics and energy holding brand
ATCO, a venue sponsor, came to the rescue. With 75 years of
experience building modular trailers, the brand created a new,
COVID-friendly mobile experience that brought the Spruce
Meadows experience-and its sponsor messaging-to the homes
of Calgarians.
Targeting ATCO's social media audience of female consumers
in Canada, the program was promoted through an online contest
featuring 15-second spots, daily mentions, media interviews
and social posts. ATCO invited Calgarians to nominate deserving
families to win the prize, which was awarded to five family
homes over four days.
ATCO's 20-foot, custom-built trailer parked outside each
SILVER WINNER
CLIENT: ATCO
CAMPAIGN: Spruce Meadows
Mobile Experience
AGENCY: Park Digital
contest winner's home, serving as a visual reinforcement and
promotion of the brand. Inside, winners relaxed in theater-style
seating while watching a special Spruce Meadows welcome
message and video recaps along with a live custom concert
by Youth Singers of Calgary. Slushies and ice cream bars were
available for the taking, and virtual reality goggles elevated the
Spruce Meadows Masters tournament experience.
The transparent walls of the unit allowed neighbors to watch
from a safe distance. Upon exiting the trailer, consumers met
a Dutch warmblood horse that they could pet and feed carrots
while talking with a trainer. Custom gift packages included
horse-related items from the Spruce Meadows Shop. Now that's
a best in show campaign.
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DECEMBER 2021 EVENT MARKETER
103
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Event Marketer and MRD December 2021

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