Though the Chicago Cubs-Los Angeles Dodgers game Monday night will be Wrigley Field’s main event, several brands hope to be as sought out by fans as a Derek Lee home-run ball.
Schaumburg, IL-based PromoWorks and seven brand clients will take part in the agency’s second Mega-Sampling Event at Wrigley Field. Samples will be distributed both before and after the teams take the field.
For example, Cadbury Adams will be on hand to distribute packs of Dentyne, and Master Foods will hand out full-size Snickers ice cream bars. Kellogg’s will give out small boxes of cereal, while Hershey will distribute Take 5 candy bars and a coupon to draw fans to its new store on Michigan Avenue.
“The brands are not just sampling product, but finding measurable ways, like the use of coupons, to drive business back to retail,” said Laurie Carlson-McGrath, PromoWorks director of marketing.
Last year, convenience retailer White Hen used the event to sample coffee and attached a coupon to the product to drive consumers to its stores to try its green salads. White Hen Director of Merchandising Tom Romanello said the coupons drew a 1% redemption rate, which is considered high for convenience store shoppers.
As reported, White Hen will give away samples of its private-label Pantry Select chips and coupons for its Hot & Fresh deli sandwiches in this second wave (PROMO Xtra Aug. 18).
In addition to the samples, the first 20,000 fans at the game will receive a trading card featuring several Cubs players. A scratch-off portion of the card will make 800 fans instant winners of premiums that are being donated by PromoWorks and the sampling partners.
As the exclusive sampling services provider for the Cubs, PromoWorks has staged several single and multi-brand sampling events at Wrigley Field throughout the 2005 season.
Network
