Sampling

Situation

As an official sponsor of the NCAA Tournament, Nabisco set out to make a positive and lasting impression on passengers traveling to Atlanta for the Final Four Basketball Tournament. With attendees arriving before game day, Nabisco wanted to have a presence in the airport that would welcome passengers leading up to the games.

Tactics

Over a four day period, travelers were able to enjoy a quick snack on-the-go while Nabisco successfully promoted their sponsorship of being the Official Cookies and Crackers of the NCAA. The samples were handed out at retail locations throughout the airport, as well as rental car facilities, and included:

  • Crackerfuls Classic Cheddar
  • belVita Cinnamon Brown Sugar
  • Oreo Grab & Go
  • ChipsAhoy!
  • WheatThins

Results

The program was a huge success and added to the excitement and anticipation of the weekend. Passengers got into the game day mindset upon arrival, and approximately 100,000 samples were distributed to travelers making their way through the Atlanta Airport for the Final Four games. In addition, attendees were directed to locations that sold the products inside the airport.