Event Marketer Summer 2023 - 81

BEST SPORTS SPONSORSHIP ACTIVATION
PetSmart took what could have been a local sponsorship of the
Super Bowl Host Committee into a national campaign while
adhering to the committee's and the NFL's guidelines-by
helping pet parents transform their beloved sidekicks into a
Most Valuable Pet. It all started at mvpets.com where users
uploaded their pet's photo and it appeared on a trading card in
their chosen team's pads and jerseys. They could then transform
that card into a collectable NFT by connecting the photo to their
crypto wallet or acquiring a wallet directly from MVPets.com.
The platform came to life with the MVPets Tailgate
GOLD AWARD
CAMPAIGN: MVPets
CLIENT: PetSmart
PARTNER: Activent Marketing
Airstream, which traveled to PetSmart stores " to put the tail
back in tailgate! " Each stop featured a 40-yard-dash activity in
a giant human football-themed hamster wheel and tons of pet
swag, of course. The tour activity culminated at the Super Bowl
Experience, where all the MVPets cards created throughout the
season were displayed on a giant LED screen on-site. Consumers
who attended the Super Bowl Experience received a limitededition
collectable Proof of Attendance NFT to memorialize
their participation on the blockchain.
Approximately 200,000 MVPet cards were created with 93
percent of consumers opting-in for future PetSmart promotions
and offers. And all the " loveable " MVPets helped the brand rack
up some 650 million social media impressions. Me-wow.
BEST SPORTS SPONSORSHIP ACTIVATION
Hilton leveraged the post-COVID return-to-travel movement for
Hilton on the Green, activated in partnership with Golf Canada.
The brand's 200-square-foot pop-up hotel room on the courses
at two PGA events was a " culmination of the best-of-the-best "
from all 18 of Hilton's brands. Golf lovers (who " over index "
on travel, dining, spas and all-inclusive resorts) entered for a
chance to stay in the space on Hilton Canada's website, which
simultaneously introduced them to Hilton's many destinations.
The overnight stay came with a personal concierge, golf cart
SILVER AWARD
CAMPAIGN: Hilton on the Green
CLIENT: Hilton
PARTNER: FUSE Create
and five-star breakfast in bed. From top to bottom, the pop-up
featured amenities from Hilton destinations, like 400-threadcount
cotton sateen Frette linens from Waldorf Astoria Hotels
& Resorts, Byredo Mojave Ghost bathroom amenities from
Conrad Hotels & Resorts, and freshly baked DoubleTree cookies.
The structure sat on a custom-trailer and was crafted with
sustainable materials. A picture window and sliding glass
doors offered a 180-degree view of the course. A custom deck,
greenery, septic system and dramatic lighting were added onsite.
Ten
sports and travel influencers helped spread the word
and offered sneak peeks of the program, which earned 11,200
contest entries for a 40-percent conversion rate. There were
273 media stories published about it with coverage across eight
countries.
eventmarketer.com
SUMMER 2023 EVENT MARKETER
81
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Event Marketer Summer 2023

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