In an effort to win over students, alumni, families, and fans, some brands—including the usual suspects like Bud Light and less likely ones such as e.l.f. Cosmetics—are rolling out college visits, setting up creative activations in and around campus during football game days.
Keep scrolling to see these grade-A activations…
Shipt x Visa Ultimate Tailgate Lounge
Shipt and Visa have teamed up to host their “Ultimate Tailgate Lounge” series, popping up at select college games across the country. Prizes include stadium-approved clear bags, sunglasses, branded koozies, and more. And for fans at home, Shipt is giving away a tailgate experience through a social sweepstakes until Oct. 24, offering five winners the chance to win $2,000 in Shipt credits to use toward their own tailgate spread.
Photo: Jeff Schear/Getty Images for Shipt
The brands partnered with Food Network personality Jeff Mauro who was on site at the Clemson/Florida State game Sept. 23 to demo game-day recipes, offer tailgate tips, and play games with fans.
Photo: Jeff Schear/Getty Images for Shipt
"With our roots based in Birmingham, Ala., we know how popular game days can be in the South, so we decided to pop up at these community gatherings across our home region to drive brand awareness around where our brands can show up for their customers," explained Shipt’s chief growth officer, Katie Stratton.
Photo: Jeff Schear/Getty Images for Shipt
Experiences include a photo booth with co-branded props, the Backyard Burger Flip where attendees can test their patty flipping skills, tailgate trivia with prizes, and more. "By hosting a pop-up tour and sweepstakes during tailgating season with Visa, we’re reaching potential new consumers that are sports fans, along with their friends and family, to demonstrate the value of a Shipt membership and spread the word that Visa credit card holders are eligible to redeem a free Shipt membership," Stratton said.
Photo: Jeff Schear/Getty Images for Shipt
Produced by experiential marketing agency MKG, the lounge will pop up at The University of North Carolina on Oct. 14 and The University Alabama on Oct. 21. Also, Shipt recently announced its new student membership program, which offers a monthly membership for $4.99 a month.
Photo: Jeff Schear/Getty Images for Shipt
Barstool Sports x e.l.f. Glow Up for Game Day
On Sept. 30, Barstool Sports’ Chicks in the Office podcast and e.l.f. cosmetics presented a pretty pink locker room setup at Orange Crate Brewing Company in Syracuse, N.Y., as the Clemson Tigers took on the Syracuse Orange.
Photo: Courtesy of Coleture
The activation was stocked with e.l.f. products as well as branded football gear and merch. Marketing agency Coleture handled the fabrication.
Photo: Courtesy of Coleture
Ria and Fran, the hosts of Chicks in the Office, were on hand, as fans hit the beauty bar to sample e.l.f. products and get tips from e.l.f. beauty ambassadors.
Photo: Courtesy of Coleture
Bud Light Backyard Tour: College Edition
The beer brand has expanded its Backyard Tour franchise, visiting 13 select college towns ahead of big team rivalries this season, including Florida State University at Clemson and Ohio State University at the University of Michigan. Performances from DJs such as Loud Luxury, Ship Wrek, and ACRAZE are taking place the Thursday or Friday night before the games.
Photo: Courtesy of Bud Light
On game day, the brand also hosts Bud Light Backyard Tailgates with interactive games, photo moments, and more.
Photo: Courtesy of Bud Light
