Ralphs Tailgate
Program
Retail
The Opportunity
Deepen the bond with local shoppers by associating with a sport that is fueled by passionate, loyal fans. In partnership with Ralph’s, we developed a robust program that engaged shoppers in-store, online, and at the stadium.
The Experience
Our “Shake Your Tailgate” program asked Southern California football fans to show us their best touch down dance. Participants had to share with friends & family and generate votes each week to win season tickets.
We engaged USC & UCLA fans at Ralph’s stores each week during the season, demonstrating how P&G products fit into their preparation for the next game. Shoppers were also asked to film their TD dance right on the spot!
On Game Days, our VIP space at the stadiums were filled with more shoppers enjoying games, player meet & greets, product sampling, face painting, touch down dances, and other family-friendly activities.
Samples Distributed
Store Displays
Gifts with Purchase
Faces Painted
Event Details
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Timing
10 Weeks
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Events Executed
99 Events
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Locations/Markets
Los Angeles, California
Consumers Engaged
24,508
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