PBR World Finals Activation Case Study

Street-Level Visibility Across Fort Worth 

Client: Professional Bull Riders (PBR) 
Market: Dallas-Fort Worth, TX 
Timing: March–May 2026 
Agency: Ayden Activation Group 

Services: Brand Ambassador Activations | Booth Support | Local Business Distribution | Flyer + Swag Distribution | Posters | Coasters | Standees | Tabletop Displays | PBR Shirts | Field Reporting 

Overview 

PBR wanted to extend World Finals awareness across Fort Worth by reaching fans beyond the event venues and into the places where western culture, nightlife, hospitality, live music, BBQ, and local business traffic naturally intersect. 

Ayden Activation Group supported the campaign with staffed booth activations, direct consumer engagement, and targeted local business distribution across Fort Worth and surrounding areas. 

Approach 

The campaign was built around two connected layers: 

Live Event Activations 

Ayden provided Brand Ambassadors to support booth setups at each event. The team engaged attendees through booth interaction, games, giveaways, flyer and swag distribution, sweepstakes support, and ticket awareness.

Local Business Distribution 

Ayden built a targeted list of 250+ Fort Worth and surrounding-area businesses aligned with the PBR audience, with the goal of reaching approximately 200 participating locations. 

To support placement, the team used a multi-touch outreach model: 

  • Direct business calls  
  • Email follow-ups where contacts were available  
  • In-person visits by Brand Ambassadors and distributors  
  • Manager, owner, and staff conversations  
  • Material placement where approved  

This moved the campaign from outreach into real in-market conversations and high-relevance placements. 

Execution Footprint 

Ayden supported PBR across four major activation environments: 

  • Cowtown Goes Green — Fort Worth Stockyards  
  • Luck O’ The Stockyards — Fort Worth Stockyards  
  • Syndicate Smokedown — Fort Worth Stockyards  
  • Lone Star Smokeout — AT&T Stadium  

The local business distribution program focused on locations with strong audience alignment, including bars, saloons, honky tonks, western wear stores, boot retailers, BBQ restaurants, hotels, coffee shops, entertainment venues, and high-traffic Fort Worth corridors. 

A team of 3 distributors handled business visits, placement, documentation, and reporting. Materials were matched to each venue type, including flyers, posters, coasters, standees, tabletop displays, and PBR shirts.  

Campaign Highlights 

  • March–May 2026 campaign window  
  • Booth setup supported at all live events  
  • 9 live activation dates  
  • 100% Brand Ambassador show-up rate  
  • 250+ businesses researched and contacted  
  • Goal of approximately 200 participating business locations  
  • 3 distributors supporting Fort Worth market coverage  
  • Phone, email, and in-person outreach  
  • Venue-specific media placement  
  • Field photos, location tracking, and reporting provided 

Why It Worked

The campaign connected PBR with audiences in the environments where they were already spending time. 

Booth activations created immediate face-to-face engagement at major events, while local business distribution extended the message into bars, western retail stores, restaurants, hotels, and high-traffic community locations. 

The media mix created layered visibility across the market: 

  • Flyers in hand  
  • Posters in businesses  
  • Coasters on bar tops  
  • Standees in high-traffic spaces  
  • Tabletop displays in select venues  
  • PBR shirts worn by select staff  

Together, the program created repeated exposure before and during the World Finals window. 

Audience Insight 

The campaign reached Fort Worth locals, visitors, rodeo fans, western lifestyle shoppers, country music fans, nightlife traffic, BBQ audiences, and families. 

Common consumer feedback included: 

  • “I didn’t know the Finals were happening in Fort Worth.”  
  • “That makes sense for the Stockyards.”  
  • “I’ve gone before and would definitely go back.”  
  • “I didn’t realize Cowtown Coliseum and Dickies Arena were both part of it.”  
  • “I’m interested. I need to look at tickets.” 

Results

Ayden Activation Group helped PBR extend World Finals awareness across Fort Worth through staffed booth activations, Brand Ambassador engagement, and targeted local business distribution. 

With a 100% BA show-up rate, multi-touch business outreach, and a dedicated distributor team, the campaign delivered dependable execution and strong visibility in environments directly aligned with the PBR audience.