Event Marketer Summer 2023 - 61

BEST MULTI-MARKET EVENT (CONSUMER)
Launching grocery stores during the height of the pandemic,
when consumers were cautious about venturing out and health
ordinances were in place, proved challenging for Amazon Fresh.
With a scaled-back marketing strategy, the brand turned to
experiential to reach its traffic and sales goals. And Amazon
Fresh Food Fest was born.
Activated over a 12-day period simultaneously at 10 stores
in Southern California and the following week at seven stores
in the Midwest, the food fest took over each store through
eye-catching décor, product demonstrations and engaging
programming, including cooking classes, yoga workshops,
musical performances and sustainability activities.
Celebrity chefs prepared meals using the special offer
GOLD AWARD
CAMPAIGN: Amazon Fresh Food
Fest
CLIENT: Amazon Fresh
PARTNER: NCompass International
ingredients available in stores, and customers sampled specialty
dishes. More than 150,000 Amazon Fresh brand Aplenty
products were sampled. The brand partnered with strategic
micro-influencers with strong followings in store neighborhoods
to promote the program. Additionally, a sweepstakes provided
customers the chance to win a year's supply of groceries.
Every store saw increased traffic, and more than 143,000
attendees participated in the food fest. A week prior to the
launch, Amazon Fresh activated a Food Fest Goodie Bag drop
at office parks and apartment buildings within a geotargeted
radius of each store to build awareness.
BEST MULTI-MARKET EVENT (CONSUMER)
When Ford's F-150 Lightning began production in 2022, it was a
milestone moment for the EV movement with a full-size electric
pickup truck joining the lineup. The F-150 Lightning roll out at
the Ford Rouge Electric Vehicle Center (REVC) in Dearborn, MI,
was a chance to emphasize Ford's commitment to electrification,
ignite passion among existing pickup truck buyers and connect
with new customers. The large-scale event celebrated the first
trucks coming off the line, with customers, employees, dealers
and media in attendance.
But the launch campaign echoed beyond Detroit with a series
of " Lightning Strikes " activations around the country. Kicking
off in New York, coinciding with the New York International
Auto Show, guerrilla-style LED projections on iconic locations
were powered by the F-150 Lightning. Outside the New York
Stock Exchange, Ford hosted an F-150 Lighting " frunkgate " and
showcased Ford's other EVs.
In Washington, D.C., Ford shuttled VIPs home from the White
SILVER AWARD
CAMPAIGN: F-150 Lightning
Strikes
CLIENT: Ford Motor Company
PARTNER: Imagination
House Correspondents' Dinner in Lightning trucks and later
hosted vehicle walkarounds for government representatives.
Lastly, the " Lightning Strikes " campaign culminated in San
Antonio, where nearly 200 journalists, influencers, financial
analysts and local dealers, as well as more than 15,000
consumers, experienced F-150 Lightning in urban, rural and offroad
settings. Electrifying.
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Event Marketer Summer 2023

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