Experiential Marketing Atlanta
We pride ourselves on the brands we have had the opportunity to work with. Each campaign—whether it’s promoting a presidential election, a television superstation, or a playtime-inspired family event—is a unique story with challenges and solutions that made each of them a success. Here is a selection of some of our most successful experiential marketing campaigns in Atlanta.
The presidential election of 2008 was electrifying, to say the least. Pro Motion was there with CNN in Atlanta when Barack Obama was officially elected president. This was the culmination of an event marketing campaign for CNN that began at the caucuses and spanned many cities around the country to promote the election and CNN’s broadcast and internet coverage of the historic event.
KaBOOM! and Disney Parks & Resorts Corporate Citizenship Department collaborated to build a fun, engaging, family-focused program called the Play Together Tour. The Play Together Tour was designed to bring “family together time” opportunities in key cities around the United States, which included an experiential marketing campaign in Atlanta, while also providing a new way for consumers to connect with the KaBOOM! and Disney brands.
Atlanta superstation, Peachtree TV, needed an experiential marketing agency partner to manage all aspects of their “Screen on the Green” family outdoor movie series, including sponsorship activation, technical production, safety and promotions.
The Pro Motion! Approach
Every Pro Motion campaign is unique and requires a custom approach, strategy, and execution. This meticulous planning and forethought combined with our extensive knowledge and experience makes for the perfect campaign to launch your brand or new product or offering to the masses.
For the 2008 election cycle, CNN chose Pro Motion to be part of their mobile marketing force, effectively bringing a voice to the viewers of CNN and exposure and support to CNN’s commitment to broadcast, cable, and other business partners. The focal point of the Tour was an Airstream trailer that Pro Motion transformed into a mobile recording studio, where politically passionate guests were invited to record a short video which would go on to be made available online and on the air over CNN broadcast. Other features of this campaign included:
- Custom crafted political memorabilia
- Mobile CNN television kiosks
- CNN sponsored internet cafes
- A massive “graffiti” wall
CNN also wanted Pro Motion to give special attention to their loyal and vital cable partners, affiliates, and advertisers, so we organized VIP events at each stop on their mobile marketing tour. This strategy included hosting fun and entertaining VIP cocktail receptions specifically for CNN’s most valued affiliates.
KaBOOM! Play Together Tour
KaBOOM! and Disney Parks & Resorts Corporate Citizenship Department collaborated to build a fun, engaging, family-focused program called the Play Together Tour. The Play Together Tour was designed to bring family “play together time” opportunities to key cities around the United States, while also providing a new way for consumers to connect with the KaBOOM! and Disney brands.
KaBOOM! and Disney Parks partnered with Pro Motion to develop, produce, and activate the tour. This included mobile play areas complete with elaborate and exciting play areas where families were invited to play together. These activities included:
- jumbo Building Blocks
- Obstacle Courses
- Arts & Crafts
- and more
Where did we go?
- Anaheim, CA (August 9 – 10)
- Sacramento, CA (August 20)
- San Francisco, CA (August 23 – 24)
- Chicago, IL (August 30 -31)
- Atlanta, GA (September 6 – 7)
- Kissimmee, FL (September 13 – 14)
The positive impact the Tour had on families in all of the cities was tremendous – demonstrated by the many smiles, laughs, and thank you’s. The tour showcased the mission of KaBOOM! making it a very sponsor-able program for 2015 and beyond.
Pro Motion first began working on Screen on the Green in 2008, managing sponsorship activation. Pleased with their performance, Peachtree TV then invited Pro Motion to participate in a request-for-proposal (RFP) process for the 2009 operations and management contract, which Pro Motion won. After producing a highly successful slate of events in 2009, Peachtree TV chose not to go through an RFP process and awarded Pro Motion the 2010 contract.
“We were extremely excited to manage Screen on theGreen again in 2010,” said Pro Motion President Steve Randazzo. “I credit our outstanding staff for the creative thinking, planning and logistical execution that consistently helps Peachtree TV and their sponsors to achieve their marketing goals.”
Screen on the Green regularly attracts more than 40,000 guests to its five-week slate of family-friendly movies, shown on a massive air-screen every Thursday night, and its numerous sponsors hosting a variety of games and activities for all ages.
In 2010, Screen on the Green moved back to its original home in midtown Atlanta’s Piedmont Park after a two-year stint in downtown Centennial Olympic Park. Pro Motion developed, managed and staffed the VIP and hospitality area for event sponsors such as Pepsi, Cold Stone Creamery, the Georgia Peanut Board, Sony Pictures and others
In addition, Pro Motion managed the sampling for all of the brands throughout the event over 10 weeks. Each week, Pro Motion managed the complete development of the event from the ground up.
Pro Motion! Results
Any experiential marketing campaign, whether it’s in Atlanta or any other market, is judged by its results. How much product was distributed? What factors increased your brand’s awareness and by how much? How many experienced your product? Here are the results from our experiential marketing in Atlanta!
The CNN Election Express Yourself program inspired viewers to utilize CNN as a political resource in record numbers. Throughout Pro Motion’s marketing tour, tens of thousands of consumers were reached! Over the course of CNN’s election coverage campaign, Pro Motion was able to directly contribute to these results:
- CNN’s Presidential election coverage achieved its highest primetime ratings in history
- CNN lead all broadcast and cable networks on Election Night
- CNN unseated Fox News in the hotly-contested 10pm timeslot
- CNN was the #1 cable network in its target market for all three Presidential Commission debates as well as the Commission’s Vice Presidential debate
What’s more, the tour exceeded the goal of getting consumers focused on the upcoming elections and building relationships with CNN’s partners all while gaining PR attention. The campaign was a huge success with the CNN Election Express Yourself Team interacting with over 50,000 consumers, traveling over 9,000 miles and distributing over 100,000 premiums!
Our 5-week long experiential marketing campaign produced fantastic results for KaBOOM! and Disney. In Atlanta, nearly 2,400 family members came to our Play Together event over 2 days. Over the entire course of the tour, we brought in nearly 13,000 people and produced the following results:
- 16,700 water bottles
- 4,600 flags
- 10,500 carabineers
- 11,800 tattoos
- 9,760 stickers
- 11,280 tangrams
- 3,000 tip cards
Social media and content were also top of mind for this campaign.
Media Elements Created
- 4,877 photos
- 502 videos
- 68,000 media hits
- 84,000 Facebook impressions
Pro Motion was also flooded with positive comments by the participants.
I look for as many family events as I can find and we’ve had so much fun here today. I hope you come back next year. –Atlanta
The 2009 event itself generated $1 million in sponsor revenue, a more than 5 to 1 return on investment (ROI).
Other than one stormy night the second week of the 2009 event series, crowds grew exponentially with every night. While 5,000 people participated in the May 28 event, by the last movie five weeks later 15,100 packed the park, making it the largest crowd of the event.
- $1 million in sponsor revenue generated
- 39,000 total guests participated in the four movies during the 2009
- National sponsorships
National sponsor, Clearwire asked to be part of the last two events based on the success of prior nights, and Pro Motion was happy to accommodate them, quickly and seamlessly merging them into the plans already in place.
There have been numerous requests from consumers and sponsors to make the event longer, adding one or more weeks to the execution due to the success and popularity. The Atlanta Journal Constitution listed Screen on the Green as the week’s #1 Event searched online on AccessAtlanta.com, which the newspaper owns and operates.
Pro Motion is Experiential Marketing Atlanta!
Experiential marketing in Atlanta is not a “one size fits all.” We know and understand that each campaign is a world of its own, with unique challenges, opportunities, and strategies. Our job is to understand who you want to reach and go to them with your product and brand so they can be part of the experience in the peach of a city, Atlanta! Pro Motion will organize the Atlanta experiential marketing campaign you need to be successful.