Summertime finds brands hitting the road to reach consumers at festivals, community events and other large gatherings.
Zantac, the heartburn relief brand, is the latest brand to take to the highways with an interactive exhibit, this time in partnership with the Travel Channel.
The “Beat the Heat” tour began over the Memorial Day weekend at Marc’s Great American Rib Cook-Off and Music Festival in Cleveland, OH, and will make its final stop in Yarmouth, ME, on July 18.
In the exhibit, a green screen is used for people to virtually meet Adam Richman, the star of Travel Channel’s “Man v. Food,” and have a customized photo taken with the star, along with a plate of heartburn-inducing food.
As people move on though the exhibit, they will then step into the “Zantac Cool Zone,” a retreat that will relax and entertain them with cool mist fans and episodes of “Man v. Food”.
Visitors will receive coupons, product samples and other giveaways. A sweepstakes supports the program available at a kiosk where people can register to win a seven-day, six-night trip for two to their choice of two destinations previously featured on “Man v. Food,” including New York City and San Francisco.
The Travel Channel is providing an overlay to the Zantac tour that allows consumers to take-on their own “Man v. Food” challenge. An emcee at the events will call the shots as fans attempt to beat the clock and win bragging rights and a “Man v. Food” T-shirt.
“Zantac is a natural fit at these events as it allows event-goers to enjoy the various foods offered at these great events, without worrying about the threat of heartburn,” Linnea Teetsel, senior brand manager Zantac, Boehringer Ingelheim Consumer Health Care, said in a release.