Bojangles Event Activation at CCMF
Increase brand recognition and loyalty amongst consumers in the Southeast through sponsorship and experiential marketing at the Carolina Country Music Festival
Objective:
Increase brand recognition and loyalty amongst consumers in the Southeast through sponsorship and experiential marketing at the Carolina Country Music Festival
Key Strategies:
- Research target demographic and lifestyle of consumers
- Develop a strategic marketing plan to engage with consumers
- Identify promotional opportunities at CCMF surrounding Bojangles products
- Grow social media presence by developing pre and post-event social campaigns
Methods:
- Partner with a Coastal Carolina University athletic department to host multiple Bojangles styled tailgate parties over the course of the football and basketball season to drive awareness of CCMF sponsorship
- Implement a social media marketing budget to promote CCMF entitlement sponsorship
- Create in-store promotions that align with CCMF entitlement sponsorship
Results:
- Social media channels grew by 9%, as a direct result of social media campaigns surrounding the CCMF
- Negotiated a long term partnership with Coastal Carolina University to host tailgate parties as each home football and basketball game for continued experiential events
- Sales lift increased by 19% throughout the CCMF promotional campaign