Sandbox and got2b rule the beach once again
In 2009, got2b and Sandbox Marketing took the newly launched “Where were you at 3:19am?” program to Panama City Beach, FL for Spring Break and spent three weeks in front of The Summit snapping photos and distributing samples of got2b product. This year the program was restructured to be more mobile by roaming the beaches with the got2b Style Patrol and making arrests based on “style violations” during the day. Later in the evening the team set up camp at a different hotel each night and hosted the got2b Style Suite poolside where Spring Breakers could come down, grab a bite to eat and have their hair styled before the headed off to one of the many nightclubs in Panama City Beach. This two layer approach not only increased the range of the program and helped to reach new students each day, by roaming the beaches around the hotel that would host the Style Suite that night the brand ambassadors were able to spread the word about the upcoming pool party and increase the attendance each night. While the daytime activation took on more of a guerrilla marketing approach, the nighttime Style Suite activation included custom branded got2b tents, professional stylists, free food, cupcakes, music and DJ lighting. While each hotel was different, the Style Suite regularly pulled hundreds of students from their rooms down to the pool deck for some free samples, hair styling and snacks. Changing hotel locations each night ensured that new groups of students were reached each night with as little overlapping as possible, and maximized the program’s efficiency. This also helped to generate awareness throughout Panama City Beach and had students searching out the got2b Style Suite to see where the party was starting each night.
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