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In partnership with Athlon Sports, a leading publisher of sports annuals, Fleetwood RV coordinated a tailgating program during the 2004 college football season to promote the company’s product line.
Ten of the top college games were identified and a Fleetwood dealer in each of these key markets was invited to participate in the program.
The dealers received a block of tickets to the game and a prime space in a high traffic tailgating venue to display a Pace Arrow motorhome and a Gearbox toy hauler. Retailers also received a catered party for 30 of their key customers.
During each event, a team of Athlon staffers distributed glossy “Fleetwood Ultimate Tailgate Party” guides to fans and tailgaters, featuring recipes and articles on tailgating RV-style. The guides also directed consumers to a dedicated website for entry into a consumer sweepstakes with prizes that included a Yamaha ATV, and a flat-screen television. A total of 100,000 party guides were distributed during the 10 events.
The “Fleetwood Ultimate Tailgate Party Sweepstakes” was supported by full-page print ads in Sports Illustrated and Athlon’s College Football and Golf annuals reaching over five million consumers.
“Partnering with Athlon on this program was a perfect fit for Fleetwood and our belief that RVing is the ultimate way to enjoy tailgating at any type of sporting event,” said Scott Grafft, senior vice president of sales and marketing for Fleetwood RV. “We were able to offer our dealers a chance to market themselves and the RV lifestyle to tens of thousands of sports and tailgating fans in their region while also attracting additional consumer interest via a valuable sweepstakes.”
The program also provided great exposure for participating dealerships. “I couldn’t have asked for a better display site at the stadium,” said one Fleetwood dealer.
While specific marketing results were not disclosed, Fleetwood recognized a marked increase in web traffic to the Fleetwood RV website, strong RV unit tours at each event and a heavy influx of consumer entries during the nearly three-month program.