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A great event marketing case-study - Nestle’s baseball campaign

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Nestle is recently hosting an amazing family days campaign as part of its Minor League Baseball Sponsorship. They’ve also built a great interactive website for this campaign. The Drumstick Cone events. This is an interesting case study of how a company can; a- make their products into events, b- create excitement and hype around the events, c- have mini-events (or relaunches) within the events themselves.

They’ve strategically linked the campaign with ticket discounts and ‘fun family activities’. They’ve also built hype around the fact that they will be touring selected minor league ballparks where they will take pictures with the families who attend. Note: An incentive to go. Next, they’ve targeted kids really well by offering trading cards to those who buy their drumstick cones at the events. Note: An incentive to buy. Then, if it wasn’t enough, they’ve added an element of creativity and ownership on those trading cards by making them completely customizable. Note: An incentive to brag about. Hats off to Nestle’s marketing team. Great job!

Simon U Ford (SUF.EDBD)

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  • This article clearly lays out a practical approach to event marketing, using Nestle as the case study. One of the things that I love about Simon's approach to relaying these strategies through these articles is the inclusion of practical tips and showing how they have worked in practice.
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