Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Visit Rhode Island was looking for a fun and fresh activation to drive awareness of Rhode Island as a travel destination and build their leads database. The Ocean State is known for its incredible seafood, so we built a giant stuffie (Rhode Island stuffed clam) and hot sauce bottle and then mounted it to a glass truck. The hot sauce bottle held a monitor which played a video that highlighted more about Rhode Island offerings, from seafood and stuffies to history and more! The truck sported a QR code which led to a landing page with a form to enter to win a trip to Rhode Island.
Our goal was to drive curiosity and make people stop in their tracks. Ultimately, we aimed for people to provide their information via the landing page in hopes of winning a trip to visit Rhode Island.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The campaign in still in progress, but within its first 5 days (August 30–September 3), we received 547 leads via the giveaway entry form.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
In 2022, each household in Rhode Island would need to be taxed an additional $2,120 to replace the visitor-generated taxes received by Rhode Island state and local governments. The glass truck was live in fly markets during the noted campaign period (Aug. 30–Sept. 3), so any visitation will likely involve air travel to/from the state and will undoubtedly support the economy and jobs through indirect and induced impacts
Entry Title
Stuffies from Rhode Island
Division
Integrated Campaign - Experiential Marketing