06/03/2024
COMPLETION REPORT
PBR-OCEAN CITY DIGITAL BACKPACK BILLBOARDS
Summary
PBR embarked on an innovative marketing campaign using Digital Backpack Billboards (DBB) to promote their 3-day PBR Ocean City Classic event in Ocean City, MD. The goal was to leverage digital technology to engage the public on the boardwalk. Two brand ambassadors (BAs) wore digital backpack billboards displaying PBR video and image ads. The BAs targeted the public up and down the boardwalk on Friday and Saturday, promoting the event, distributing tickets, and encouraging QR code scans for ticket purchases. The objective was to increase brand awareness, drive event attendance, promote ticket sales, and collect public feedback
Media
2 Brand Ambassadors
2 Digital Backpack Billboards
80 Event Tickets
Activation Dates
5/31/24
6/1/24
Location
Ocean City, Maryland – Boardwalk
Activation Feedback
5/31
On opening day, we handed out a total of 40 tickets, including ourselves and the hotel staff. Many people were very excited to attend the PBR event. The backpack billboards drew a lot of attention from pedestrians and store owners.
6/1
The second day saw heavier foot traffic. We handed out a total of 40 tickets, 20 for the 6/1 show and 20 for the 6/2 show.
Overall, we engaged with about 340 people.
“The billboard backpacks are one of the best advertisement strategies I have seen in a long time.”
“One couple was very excited because they wanted to attend the event but could not afford the tickets.”
“I’ve always seen the PBR events on TV, I never thought I’d see one in real life.”
“Several store owners stopped and asked how they could buy a backpack billboard of their own.”
“The hotel staff said it was some of the most fun they had in a year attending the PBR show.”
“The backpack billboards really brought the PBR event to life right here on the boardwalk!”
“It was great to see such innovative marketing right in our own city!”
