PPB February 2020

Audrey Sellers is a Dallas-area-based writer and former associate editor of PPB. Real-World Solutions A Winning Promotion Last summer, Jae M. Rang, MAS, owner of Oakville, Ontario- based promotional marketing firm JAE associates, Ltd., worked with her client, the agency for the Ontario Lottery and Gaming Corporation, to create a fun and interactive music festival promotion. The Challenge: OLG wanted to connect with its target audience of adults ages 18-35. The brand partnered with multiple music festivals, including the Toronto Festival of Beer, VELD and Boots & Hearts, to give festivalgoers a chance to experience “the winning feeling.” The Solution: When music festival attendees participated in OLG’s game that related to winning the lottery, they received free-play lottery vouchers and one of a variety of promotional products: PVC fanny packs, portable battery packs, sunglasses, beach balls, rain ponchos and custom-printed bandanas. Rang says product mixes were specifically chosen for each venue, aligning perfectly with the demographic, music genre and location. She adds that the experiential activation aligned well with the festivals’ high energy levels. With social integration at each music festival, attendees knew to look for the activation before they arrived onsite. Prizes were tailored to each event to ensure that festivalgoers would appreciate and use them. The Results: OLG achieved the brand awareness it set out to acquire. Many festivalgoers wore their fanny packs, bandanas and sunglasses during the festival and inflated their beach balls to toss into the crowds. Give festivalgoers a frosty relief during summer festivals with the Frigitowel Xtra Cool cooling towel . This 100-percent microfiber towel cools quickly when moistened with water or sweat. It’s available in four colors and two sizes. Pro Towels / PPAI 112755, S10 / www.protowels.com When rainy weather rolls in, your client’s brand can save the day with the stasher poncho . This one-time-use, hooded rain poncho comes inside a reusable case with a carabiner clip. Beacon Promotions, Inc. / PPAI 113702, S10 www.beaconpromotions.com | FEBRUARY 2020 | 43 GROW