Is The NHL Winter Classic Lacking Buzz? Host Cities Revealed For '15 Gold Cup TaxSlayer Bowl Prez Optimistic On Attendance Toronto Mayor Dismayed With Pan Am Officials Red Sox COO Kennedy Talks Winter Classic Report: '16 Winter Classic Heading To Boston USA Today, 3d Lacrosse Team For Youth Tourney Orlando Officials Mulling CFP Title Game Bid NFL May Seek More Tax Breaks For '18 Super Bowl Big Ten To Hold '18 MBB Tournament At MSG
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.