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


  • Timing

    10 Weeks


  • Events Executed

    99 Events


  • Locations/Markets

    Los Angeles, California


ralphs

Consumers Engaged

24,508

 

Other Retail Projects

FRED MEYER COLLEGE NIGHTS


BDM created an immersive shopping experience that got students "Set for the Semester" at Fred Meyer College Nights. Samples and education of core P&G brands was a priority! Students were also given the chance to win one of our gift baskets, stuffed with everything they need to start the semester fresh.

RETAIL XP


Our Retail XP experience is fueled by themed programs that deliver relevant solutions to shoppers all year long. We have a streamlined approach to efficiently deliver a memorable retail experience that supports key merchandising events and drives incremental sales.

WALMART FRESH SCENTS & STYLES EVENTS (Pantene personal style sessions & Gain scent experience)​
ORGULLOSA RETAIL XP (Hispanic focused to promote Orgullosa properties)
MARCH MADNESS XP (Relevant, timely experience for basketball fans)
WALGREENS & WALMART HOCKEY XP (Hyper local incorporation of athlete signing)
SUPER KING FABRIC EDUCATION XP (Millennial-targeted with Snapchat; dedicated to education for category focus)

WEBCO HAWAII ANNUAL MEETING


P&G asked BDM to develop ideas for an annual meeting that was best in class – very hands on and engaging, while highlighting new initiatives and showcasing long time brands in a fun, unique, and memorable way.​ ​

BDM brought to life an “Open House” concept by staging every room of a multi-million-dollar home in Hawaii to showcase the many ways P&G products help throughout an entire home. ​

From the branded welcome mat to every room in the home and the outside pool area too, brands were on display. This brought to life the multiple uses and numerous P&G products in a non-evasive way while the BDM team greeted guests, offered refreshments, and provided key messages throughout the Open House.​​
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