The Calgary Stampede isn’t all cowboys, plaid and country music – it’s also a chance for marketers to come up with creative ways to connect with the public. While at the Calgary Stampede we encountered brand ambassadors handing out cosmetic samples, online discounts and even a napping station!
And while there was no shortage of exciting marketing activations we managed to pick our five favourite!
The Spotify booth was everything the brand encompasses: smart, fun and entertaining. Located near the Coca-Cola Stage, guests entered the Spotify booth and were surrounded by four interactive options. There was a monitor that guests could use to learn about the music service by adding/removing songs from playlists. There was a photo booth that not only emailed your photo to you, it also sent you a song suggestion based on your genre preference and mood. After the booth guests played a plinko-styled game to win some swag. Lastly, guests could apply everything they had learned at the listening lounge. There was no shortage of things to do at this activation!
2. Click & Collect
The offer of $60* in free online groceries is easy to draw in a crowd and so for the Click & Collect booth it was important to make the booth as educational and fun as possible. A team of brand ambassadors worked to ensure guests understood the benefits of the online grocery service. To keep things fun (and embrace a midway theme) there were two spin wheels with a variety of prizes. At this booth everyone left a winner!
3. WestJet Skyride
It should come as no surprise that this airlines’ promotion is about taking guests in the air. Guests could take a gondola ride across the Stampede grounds, providing a beautiful aerial view. Each gondola was branded in WestJet’s colours and each pole across the midway had fun facts about airline services. Guests were able to make beautiful memories all while making a connection with the WestJet brand.
4. TranAlta Grandstand Show
While this was less traditional than the other activations on our list, it still got the message across. Aside from music and acrobatics, this show really emphasized the importance of oil to Alberta. Another really informative element of the show was the importance Transalta places on safety. This show proves that high levels of excitement and entertainment won’t stop an important message from getting across.
Being one of the champion sponsors it should come as no surprise GMC had a variety of activations across the Stampede grounds but their most popular activation was a water gun game! Located near Nashville North, guests could register to play the water gun game with the goal of raising your GMC truck first to win. The shiny, beautiful trucks were elevated before contestants against a rugged background, with key messaging on the sides of the staging. While playing the game, guests had their photos taken with the option to have their photo emailed or texted them after – ensuring no player left empty-handed.
While these activations used a variety of tools, they all had one thing in common: we felt a connection to the brand.