Case Study: Tailgating success with Johnsonville and Rex Goliath
Tailgating was originally an underground subculture that emerged into the light and is enjoyed by the masses, whether at the stadium, in the parking lot of your favorite sports bar, or at home. It’s time for wine lovers to do the same when it comes to pregame partying. And a recent partnership with Rex Goliath and Johnsonville set the stage for exactly that.
Everyone around you may be drinking beer, but wine fandom doesn’t have to be in the minor leagues. Rex Goliath came to us wanting a boost on game day. So we paired the wine with football favorite Johnsonville. The pairing may have been unexpected, but the lift in sales was just as we anticipated.
By pairing tailgate regular Rex Goliath with Johnsonville for a national cross-merch promotion, shoppers were encouraged to grab a pack of Brats and a bottle of wine to save $1. Rex Goliath and Johnsonville had tailgaters covered for the game, with a great roundup of red and white wines, spicy sausages and seasoned grillers.
With such a big pairing, a major sweepstakes was in order. After they grabbed their savings at the register, Rex Goliath drinkers could enter to win The Ultimate Big Game Experience with a dream trip to see their favorite NFL team through the website provided on their coupon. Not only the savings, but the sweepstakes incentive as well, made Rex Goliath and Johnsonville the perfect pair.