EXPERIENTIAL - BOOTH EXPERIENCE
(EIGHT Elite Light Lager)
Light Beer - Done Right: An Experience
In August 2023, I left my role at Favor Delivery to help run the Experiential Marketing efforts for EIGHT Elite Light Lager — a beer created by former Dallas Cowboy Hall of Fame Quarterback, Troy Aikman. This experience had already been built out by my predecessors, however, I was able to find some opportunities to expand on the activation footprint before my untimely layoff in December 2023.
Coming into this role, I quickly noticed the element of engagement was missing from our standard set-up: there was no way to bring our audience into the world of EIGHT to inform them of product updates and happenings within EIGHT. Our booth had swag, backdrops, and other branded elements designed to attract our audience in (with star-power like Troy Aikman, this was pretty simple). That said, people were coming up and asking how they could get their hands on one of our branded aluminum placards we had at our tables (as these were originally for bars). I was able to set-up a Google Form that asked our audience some basic questions (name, email, zip code, and what your thoughts of EIGHT was (after sampling)) which would enter them in for a chance to win this branded bar sign. This add-on grew our customer email data base by over 1000 members within our first few events.
Showing love to the local pubs
For some of our bigger ticket events (such as the San Antonio’s Rock N Roll Marathon and the Dallas Marathon), I collaborated with our Sales team to identify a handful of bars and pubs near the starting lines of these events. At no cost to the bars, we would highlight them at our booth space during these events and promote them as “Official Bar Partners” for anyone in town looking to grab an EIGHT before or after the race. This helped push sales both for the bar and EIGHT throughout the race weekends.
