Huggies Swarms Sporting Events with Mobile Marketing Fleets
Just before the superstars from the American League and National League faced off in the MLB All-Star game earlier this month, diaper giant Huggies scored a marketing home run outside Los Angeles’ Dodger Stadium. In the hours leading up to the big game, Carvertise—America’s leading rideshare advertising company—deployed a swarm of Huggies-branded Uber vehicles all around the sports arena.
The brightly-colored vehicles rolled through the middle of the action, touting the Huggies brand to young and expanding families.
“Our client knew the streets surrounding the stadium were going to be packed with thousands of fired-up fans,” says Jim Fischer, VP of Sales for Carvertise. “And Huggies found a cost-efficient way to be the center of attention.”
The popular diaper brand used the sporting event to kick off a five-month-long mobile marketing campaign in Los Angeles with Carvertise. In addition to logging thousands of miles on L.A.’s streets and freeways in the coming months, the cars will be dispatched to 10 Dodger’s home games.
Huggies found a cost-efficient way to be the center of attention.
The company is one of many savvy advertisers taking advantage of the Carvertise’s popular “swarm events,” where fleets of branded vehicles are deployed where there are very large gatherings of people, including sporting events, concerts and festivals. And they’re not breaking the bank to do it.
“In lieu of spending high six figures, or even millions, on a sports stadium sponsorship, many of our advertisers are finding that they can make a huge impression with fans at a mere fraction of the cost,” Fischer says.
In the past year, Carvertise has swarmed a variety of popular events across the country on behalf of clients across numerous industries, with more events planned around MLB games this summer and football in the fall. Some examples:
- In March, Visit St. Petersburg/Clearwater sent a fleet of branded Ubers to the Big 10 NCAA basketball championship game at Lucas Oil Stadium in Indianapolis, generating hundreds of thousands of impressions.
- Earlier this year, Gopuff, the food delivery company, swarmed the Super Bowl in Inglewood and activated swarms to UCLA home basketball games and select Los Angeles Lakers games in a mission to gain brand recognition among college students.
- In February, Netflix sent a branded fleet of Carvertise Ubers to the Daytona 500 to tout its new show, “The Crew,” which features Kevin James as the crew chief of a NASCAR garage.
- Earlier this summer, PenFed Credit Union deployed a fleet of branded Ubers to the Stanley Cup Final games at Tampa’s Amalie Arena.
“These brands have discovered sports marketing’s newest secret weapon,” says Carvertise Co-Founder Greg Star. “They’re thrilled to be able to engage a crowd and get major buzz for their brand by essentially driving a billboard straight to the center of action. No other advertising medium can do that.”
And in terms of effectiveness, Carvertise’s mobile marketing campaigns clearly pack a marketing punch worth rooting for: Statistics from a 2019 Nielsen out-of-home study reveal that wrapped cars have proven to be the most effective and memorable form of transit advertising. Star says more big brands will be rolling out Carvertise campaigns centered around major sporting events in the coming months.
“While we may not know who’s going to prevail in each game, we know that our clients will be the big winners with our sporting event swarms,” Star says.
Carvertise is America’s largest rideshare advertising company on a mission to revolutionize the way brands communicate with consumers outdoors. Leveraging a network of 550,000 registered drivers, Carvertise is running wrapped-car ad campaigns around the country for clients including Netflix, Bravo, 7-Eleven, EA Sports, NASCAR, and GlaxoSmithKline. Geo-targeted, highly memorable, with a heavy emphasis on analytics, Carvertise is proudly spearheading the future of transit advertising.
If only they went one the step further and gave out the product….know there’s a thought!