SUMMARY 

AAG executed a strategic marketing campaign using Digital Backpack Billboards and a Portable Digital Board to promote the upcoming PBR event at the Toyota Center on January 17-18, 2025. This activation specifically targeted local Houston residents attending the Houston Astros game during Hispanic Heritage Weekend. By leveraging real-time interactions and visual engagement, the campaign aimed to increase brand visibility and drive ticket sales. 

Numerous attendees expressed interest in receiving promotional items, suggesting that incorporating swag in future activations could significantly boost engagement and strengthen brand recall. 

MEDIA UTILIZED 

Digital Backpack Billboards: 5 Brand Ambassadors wore digital backpacks displaying video and image ads promoting the PBR event. 

Portable Digital Board: Positioned strategically around high-traffic areas to enhance visibility and provide additional promotional messaging. 

EVENT DETAILS 

Date: September 21, 2024 

Occasion: Hispanic Heritage Weekend – Houston Astros vs. Los Angeles Angels 

Location: Minute Maid Park, Houston, TX 

Weather Condition: Sunny and Hot, 93°F 

ACTIVATION DATES & TIMING 

Activation Date: September 21, 2024 

Activation Time: 3:30 PM – 8:30 PM 

ACTIVATION EXECUTION 

Team: 5 Brand Ambassadors 

Target Audience: Local Houston residents and Astros game attendees 

Engagement Activities: 

BAs engaged with the public around Minute Maid Park, distributing flyers and encouraging QR code scans for more information and ticket purchases. 

Promoted the family-friendly nature of the event and offered details on ticket pricing and event dates. 

RESULTS 

Flyers Distributed: 1,700

Audience Feedback: 

“It something I have never tried, but something that I would be interested in.” 

“Oh wow! I didn’t even know they came to Houston!” 

“Haven’t seen anything like this in a while!” 

“This seems like a fun event for the family! Happy that it is kid friendly.” 

“Brand Ambassadors were asked if they were part of the Rodeo.” 

CONCLUSION 

The PBR Houston Digital Backpack Billboard Activation successfully engaged the local community, raising awareness for the upcoming event at the Toyota Center. The campaign effectively utilized digital media to capture attention and drive interactions, resulting in a positive response from the audience. Incorporating promotional giveaways in future activations is recommended to further elevate the audience experience and maximize engagement