Garber: MLS ASG Format Could Change National Finals Rodeo To Stay At Thomas & Mack Baseball HOF Expects Large Crowd L.A. Country Club Hosting '23 U.S. Open Players' Awards Fails To Draw Star Attendees Venue For Cotto-Alvarez Still Undecided First NBPA Awards Deemed A Success Organizers Make Canadian Open More Canadian Alabama PGA Tour Event Deemed Successful UFC Eyes AT&T Stadium For UFC 194
SBD/May 31, 2013/Events and Attractions
Intersport Activation Summit: A-B's Kentucky Derby Shift Pays Off
Published May 31, 2013
WANT MORE GREAT STORIES LIKE THIS?
CLICK ON ONE OF THESE BUTTONS
MORE THAN BEAUTY: But it took more than a print campaign to boost Stella sales and make the sponsorship pay off in ‘12 and ‘13. A-B marketers added a series of events in ‘13 to boost Stella’s visibility and sales at the event. It partnered with GQ to host a Derby Style party on Friday night with model Chrissy Teigen. It signed on as the presenting sponsor of a Taste of the Derby event in which 18 high-end chefs served some of their best dishes to 1,500 guests. It also partnered with NBC to create a sweepstakes on NBCSports.com that awarded winners a Derby party at their home catered by Stella-endorsed chef Daniel Joly. The party was featured during NBC’s Derby broadcast. Christanell said that collectively, the efforts “helped boost share during the week of the Derby by 1.8%.” It also helped the brand go from serving 42,000 chalices at the track and in market in ‘12 to 65,000 chalices this year.