Professional Bull Riders (PBR) Ocean City Classic

Professional Bull Riders (PBR) Ocean City Classic 

Client: Professional Bull Riders (PBR) 

Market: Ocean City, Maryland 

Timing: May 31 – June 1, 2024 (5 hours each activation date) 

Challenge: For their 3rd Annual PBR Ocean City Classic, PBR constructed a bull riding arena in a parking lot at the start of Ocean City’s world-famous boardwalk. They aimed to drive day-of ticket sales for their 6 PM events on both days. PBR required a solution to engage visitors and promote the event effectively. 

Solution: Ayden Activation Group deployed a team of two brand ambassadors (BAs) equipped with digital backpack billboards. These BAs were tasked with: 

Distributing free event tickets to 40 lucky individuals each day, totaling 80 tickets over two days. 

Promoting the event and encouraging people to scan a QR code for more ticket information. 

Displaying a PBR advertisement video for the 3rd Annual Ocean City Classic on the digital backpack billboards. 

Execution: On both activation dates, the BAs wore digital backpack billboards and strategically positioned themselves in high-traffic areas near the event location. Their approach involved engaging with people by moving up and down the boardwalk, discussing the excitement of the bull riding event, and providing free tickets to select individuals. The digital backpack billboards displayed vibrant visuals, including a PBR advertisement video specifically for the 3rd Annual Ocean City Classic, and a QR code that passersby could scan to obtain additional ticket information and event details. The BAs ensured the display boards were positioned to maximize visibility. Over the two days, the BAs achieved over 400 engagements with potential attendees. 

Results: The activation successfully increased awareness and drove ticket sales for the PBR Ocean City Classic. The brand ambassadors’ efforts were well-received, and the distribution of free tickets generated buzz and excitement among visitors, leading to a successful event turnout. 

Highlights: 

Engagement: The BAs interacted with over 400 individuals over the two-day period, creating significant buzz around the event. 

Ticket Distribution: A total of 80 free tickets were distributed, directly contributing to event attendance. 

Promotion: The use of digital backpack billboards, which displayed the PBR advertisement video, effectively captured attention and directed interested individuals to the event’s ticketing information through the QR code. 

Overall, the activation provided by Ayden Activation Group met PBR’s objectives by driving ticket sales and enhancing the visibility of the PBR Ocean City Classic through strategic engagement and innovative promotional tactics.