Kellogg's Gives Its Ironman Series Signage a Purpose
Tuesday, January 4, 2011 at 10:31PM Kellogg's is leveraging its partnership with the Nutri-Grain Ironman Series with a terrific, multi-purpose experiential branding campaign.
Kellogg's teamed up with Ooh! Media, JWT, and Mindshare to create a series of custom-built mobile billboards that provide branding as well as house lockers for 120 beachgoers to use at each of the Ironman events. The units will be traveling to each of the Nutri-Grain Ironman Series events taking place along on the East Coast.
Similar multi-purpose units would be perfect for golf events (along the course, allowing fans to store items), outdoor hockey events, intramurals, youth sports events, 3-on-3 basketball tournaments, and beach volleyball events.
Check out two (2) pictures of the unique experiential branding display below:
Sources: AdNews, @SynergyEvents, CampaignBrief.com
Reader Comments (1)
I find it interesting that this surf series is allowed to use the term IronMan. I would have thought that the triathlon series would have trademarked it and also think that this might constitute infringement, as there could be confusion between the two.
With regards to the article though, that is a great idea by Kellogg's. Any racer can tell you there are things they'd like to lock up during the race (cell phone's, wallet/id) rather than leave with their bike in transition.