Event Marketer Spring 2022 - 22

TRENDS
purchase through the end of the year.
The Hot & Crispy product was also on
display at the Wendy's Snowboard Knuckle
Huck nighttime event, where the brand
showed up with a Fry Box-themed ski rack
SLEEP NUMBER
Attendees told us they couldn't have missed
Sleep Number's booth, and the 22-foottall
cylindrical LED screen anchoring it, if
they tried. The brand's sizeable footprint
included several of its all-new 360 smart
beds featuring advanced sensing capabilities,
each located within a semi-enclosed
space. To show off the products' key tech
features, Sleep Number relied on Microsoft's
HoloLens mixed reality headsets to
help attendees envision a future where the
brand's advanced monitoring, personalized
insights and health evaluations are possible
from home, and preventative health care is
available at any life stage.
The
sensory
experience
allowed
attendees to participate in moments where
they saw a 3D visual of a person sleeping,
for instance, learned about how the bed
could warm that person's feet at night, and
then physically felt heat coming from the
edge of the mattress. Attendees also got a
chance to lay in the beds, where the HoloLens
taught them more about the products'
smart features, including sensing when a
person is snoring and elevating their side of
the bed to adjust their breathing.
Sleep Number also unveiled smart
bedroom furniture to complement and
enhance the health and wellness features of
the 360 smart bed. (Agency: CenterPoint
Marketing).
X Games
WENDY'S
Wendy's, which recently debuted its Hot &
Crispy fries, served as the official fries of X
Games Aspen, and its presence at the event
wasn't exactly subtle. At X Fest, for instance,
attendees were drawn in by a giant, illuminated
Wendy's Fry Box. Anyone could walk
up to the installation to receive free French
Fry gloves and Frosty key tags, which they
can use to get a free Wendy's Jr. Frosty with
22 EVENT MARKETER SPRING 2022
filled with one-of-a-kind Wendy's French
Fry skis, and incorporated content integrations
with X Games hosts Jack Mitrani and
Victoria Arlen (Agency: The Marketing
Arm).
JEEP
Jeep, a 19-year X Games Aspen sponsor,
returned as the event's official automotive
partner with a fleet of vehicles, fan
engagements and extensions across broadcast,
linear, social and digital. On-site, the
brand shined a spotlight on three particular
models: the Jeep Wrangler Rubicon 392,
the Jeep Grand Cherokee 4xe Hybrid and
the Jeep Grand Cherokee Summit Reserve.
Fans who opted for a test drive in one
of the vehicles snagged a branded giveaway
and were automatically entered into
a drawing for a $400 Rossingol gift card.
Two gift cards were distributed each day
of the Games. Attendees could also register
to win $100,000 towards a new Jeep, and
spin a prize wheel for the chance to earn
some swag.
Super Bowl
SKREWBALL WHISKEY
First-time X Games Aspen sponsor Skrewball
Whiskey hosted a fan activation
outside of X Fest's Beer & Wine Garden.
Touchpoints included photo ops, a live dj,
giveaways, peanut butter whiskey sampling
and warm Skrewball beverages like boozy
hot cocoa and coffee. Olympic Gold Medalist
Shaun White joined the activation
as a friend of the brand to serve up shots
and present Skrewball's $25,000 donation
to nonprofit organization Stoked. Funding
will be used to help Stoked fulfill its
mission to bridge the opportunity gap for
low-income, BIPOC youth. The donation
was tied to Skrewball's larger commitment
to supporting those in need, which in the
early days of the pandemic included traveling
across the country in a " Sheep Wagon "
to deliver random acts of kindness to communities
severely impacted by the pandemic
(Agency: Hatch.IM).
SUBWAY
Subway offered a very literal interpretation
of what a " signature sandwich " is for the
big game. The brand recruited some of the
hottest stars in football to sign their names
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Event Marketer Spring 2022

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