Ashley Furnishings got here to the Tremendous Bowl this weekend to takeover the Dawg Home Saloon & Sports activities E-book contained in the Resorts World on line casino. That is the biggest activation within the model’s historical past across the sport, in response to its director of name activation area advertising and marketing, Alexa Richardson.
It decked the restaurant in its signature orange coloration scheme, and moved sofas and recliners into the restaurant’s Sports activities E-book part.
The activation gave Tremendous Bowl viewers and nation music fanatics an opportunity to check out Ashley’s merchandise. It arrange QR codes on espresso tables in order that Sports activities E-book part guests may view stock and specs on-line for future consideration.
“We’re making an attempt to pop up at much more of these massive cultural moments—actually making an attempt to go the place the customers are,” stated Richardson.
The Sports activities E-book with the recliners
The model wished to leverage nation music, a style often underrepresented on the Tremendous Bowl. It additionally supplied merch giveaways and staffed the activation with model ambassadors.
Over 21-year-old prospects may entry the expertise at no cost, and the model hosted performances by three of nation music’s rising stars, Cooper Alan, Ernest and Hardy.
For Ashley’s entrepreneurs, it was a chance to attach instantly with customers—and with out ever having to attract them into one among its shops.
Bringing its merchandise to customers
Experiential takeovers like Ashley Home are a technique it could actually obtain salience with potential customers—even when they’re not instantly looking for a brand new couch.
“I don’t suppose we’ve actually achieved something the place we’re having individuals get to take a seat and expertise [the] product for an extended time period,” Richardson stated.
“To have them sitting with their associates, watching sports activities, actually getting to visualise how Ashley may look of their home,” is a key part of the expertise, she continued.