Event Marketer Summer 2023 - 55

BEST MOBILE MARKETING TOUR
(CONSUMER)
Buick, a longtime partner of the NCAA's annual March Madness
basketball tournament, sought to develop a purpose-driven
sponsorship campaign for 2022. The year was particularly
significant, as it marked the 50th anniversary of Title IX in the
U.S. And for the first time ever in NCAA history, the Women's
Basketball Championship would officially receive equal
treatment in NCAA March Madness and Final Four branding.
Buick wanted to honor these milestones in gender equity,
while authentically connecting with female car buyers and
basketball fans. #SeeHerGreatness emerged as a powerful
campaign designed to increase visibility of female athletes by
showing fans and the media all the great moments that were
going unseen. Over 40 percent of athletes are women, yet
they receive less than 10 percent of media coverage, so Buick
committed to generating visibility, conversation and grassroots
support for women athletes.
For the campaign's experiential strategy, Buick partnered
GOLD AWARD
CAMPAIGN: #SeeHerGreatness
CLIENT: Buick
PARTNER: Jack Morton Worldwide
with TOGETHXR, a media company focusing on women's sports
founded by four trailblazing female athletes, providing live
and digital content opportunities through #SeeHerGreatness
Huddles, conversations with inspiring athletes. The campaign
then hit the road, traveling to women's college championships
across the country in the #SeeHerGreatness bus, which
converted into a stage and featured a photo booth and gaming
activations inside. Almost 13,000 attendees visited the
Women's Final Four tour activation. That's a slam dunk.
BEST MOBILE MARKETING TOUR
(CONSUMER)
For the launch of its Piggyback Bourbon, WhistlePig embarked
on a four-city tour designed to engage a younger target audience
(ages 25-35) from the brand's traditional demographic who
enjoys craft cocktails and exploring products in the alcohol space.
Kicking off in Dallas, the mobile tour showcased WhistlePig's
signature Maple Cocktails by bringing part of its Vermont
distillery on the road. The Maple Sugar Shack, a customized
rustic tiny home, was designed with dual-sided serving windows
for Piggyback Bourbon on one side and Piggyback Rye on the
other. Here, consumers could sample both of WhistlePig's
signature Maple Cocktails: Maple Bourbon Sour on the bourbon
side and Maple Old Fashioned on the rye side.
To enhance brand sentiment and keep consumers in the
SILVER AWARD
CAMPAIGN: WhistlePig Bourbon
Tour
CLIENT: WhistlePig
PARTNER: RedPeg Marketing
space, the activation offered lounge seating areas and tailgate
games such as Porkhole, cornhole boards in the shape of pigs,
tying back to the brand theme. The tour also made its way to
Atlanta; Tampa, FL; and its final event in Austin, TX, at a Formula
1 and Sports Illustrated VIP event. By the end, WhistlePig
served more than 8,000 signature cocktails and received 15 new
points of distribution and over 12 new menu placements at key
accounts.
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SUMMER 2023 EVENT MARKETER
55
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Event Marketer Summer 2023

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