Event Marketer Summer 2023 - 63

BEST OMNICHANNEL EVENT CAMPAIGN
Heading into the NBA All-Star 2023 Weekend, Ruffles, the
official chip of the NBA and WNBA, shined a spotlight on former
professional basketball player and television analyst Charles
Barkley as part of a campaign honoring him as a " Chip Deal
Athlete. " Barkley joined the ranks of current Chip Deal Athletes,
including LeBron James, Jayson Tatum and A'ja Wilson, who were
also featured in the campaign. As part of his new status, Barkley
had the chance to request that Ruffles create a one-time-only
release of his favorite culinary flavor: hot dogs. The uniquely
American flavor for Ruffles potato chips dropped in highly
limited quantities during NBA All-Star Weekend.
Hitting the streets with Barkley's new signature flavor,
GOLD AWARD
CAMPAIGN: Bark Dawgs
CLIENT: Ruffles
PARTNER: Motive
Ruffles took over fan-favorite hot dog restaurant J. Dawgs to
introduce it to fans in Salt Lake City, the host city for the NBA
All-Star Game. Ruffles transformed J. Dawgs into Bark Dawgs
(a play on Barkley's name). Fans could stop by to enjoy Rufflesinspired
menu items, see special Chip Deal Athlete guests,
secure exclusive Ruffles x Charles Barkley swag, play on custom
video game stations and listen to live music from djs. A select
number of fans who made it first in line even got to taste test
Ruffles' Hot Dog flavor.
BEST OMNICHANNEL EVENT CAMPAIGN
Premium bottled water brand LIFEWTR set its sights on driving
awareness for its 100-percent-recycled plastic bottles and
raising affinity for the brand across food service channels. The
100 Days of LIFEWTR campaign was designed to reach food
service consumers spanning micro marts and cafeterias at
college campuses and health care, hospitality and business
offices.
At the center of the 100 Days of LIFEWTR campaign was a
sweepstakes that drove engagement and purchase. The grand
prize was a trip for the winner and a guest to Napa, CA, including
roundtrip air transportation, a hotel room for three nights and
$500. Instant win prizes of daily $100 PayPal payouts were also
up for grabs for 300 other winners. To enter the sweepstakes,
consumers were prompted to play a " Close the Loop " game to
learn how to properly recycle their plastic bottles.
LIFEWTR leveraged the power of ambassador influencers
SILVER AWARD
CAMPAIGN: 100 Days of LIFEWTR
CLIENT: LifeWTR
PARTNER: Propac Agency
to spread the word on six college campuses around the country
and drove additional excitement through larger-than-life pop-up
experiences. To make an additional splash around the campaign
and boost awareness of plastic recycling initiatives, LIFEWTR
created a custom vending machine that popped up overnight.
Passersby could get a free bottle of LIFEWTR, just for inserting
any recyclable plastic.
eventmarketer.com
SUMMER 2023 EVENT MARKETER
63

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Event Marketer Summer 2023

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