Marketers are flocking to Panama City, FL, to promote their wares as part of “SB05” or Spring Break ’05, a full-scale, marketing program targeting college students.
Spread across a 65,000 square foot piece of beachfront property, SB05 is a venue for brands to deliver creative, innovative and interactive campaigns to engage an estimated 400,000 college students who are expected to visit Panama City this month. The event, which began today, runs through Mar. 23. Media and hotel promotions runs through early April.
The event moves from the beach to Spinnakers Beach Club, a popular beachside resort, where college students can interact with on-site events, entertainment and sampling opportunities.
New to the beach scene this year:
- Dreamworks will promote the upcoming theatrical release of The Island, staring Ewan McGregor and Scarlett Johansson. College students will walk through a custom entranceway, branded with movie imagery, that opens into a large battle arena. Once in the arena, students can battle each other in their own custom Zorb, a large inflated ball students stand in and maneuver around.
- PlayStation will reach its audience with models strolling through the beach handing students free sunscreen and koozies, or insulated containers to keep drinks cold. To create buzz around the PlayStation Portable handheld entertainment system, PSP, that hits retails markets Mar. 24, students will also receive free PlayStation games.
-
The U.S. Army will be out in force promoting the America’s Army PC game. A fully branded America’s Army Hummer H2 will give students insight into the Army as they take part in daily competitions conducted from computers embedded in the Hummer. At the Army-themed display, which will feature an overhead camouflaged net canopy, Spring Breakers can also win Army and military-themed prizes.
Boston-based AMP Agency, an Alloy Media + Marketing Co., is executing the promotion. This marks the third year AMP Agency has launched the cooperative spring break event in Panama City.
“This is an all inclusive marketing campaign that is really in the face of college students from the time they wake up and the time they go to bed,” said Doug Eckard, senior account director for AMP Agency. “It really shows us great access to college kids.”
AMP maintains exclusive control over the beachfront property at Panama City Beach for marketing purposes.
The campaign also includes a promotion from Paramount Home Entertainment, which will market today’s DVD and VHS release of
The SpongeBob Squarepants Movie. To mark the movie’s release, students can visit a 20-foot replica of SpongeBob’s house where ice-cold pineapple smoothies will be served. Spring Breakers can sit and enjoy their smoothies in a branded lounge area consisting of beach umbrellas and chaise lounge chairs outside of SpongeBob’s House.
Fox Broadcasting will lure college students to a custom built Tiki Hut version of the Family Guy house to promote the animated series. The hut will showcase the look and feel of the hit TV show. Students can watch episodes of Family Guy in the hut or surf the Web on Internet ready computers.
To promote the upcoming release of
Batman Begins, Verizon Wireless will hand out 30 Batman cell phones through exclusive partnerships with local hotels. The cell phones will include free airtime. Verizon Wireless is the title sponsor of SB05.
AMP Agency is investing more than $1 million into the spring break promotion.
Sponsorship revenue grew by nearly 40% over last year, with revenue topping multi-million figures.
AMP will extend the campaign from the beach and parking areas into local hotels. AMP is using its relationships with area resorts to give marketers fresh and creative branding opportunities, including bus and elevator wraps, hotel room clings, sponsored key rings, door hangers and in-room advertising.
The branding will continue as various sponsors support nightlife with contests and special events in local clubs.
Network
