To recap the first half, Publix Supermarkets has been sponsoring the Tampa Bay Buccaneers for some time, but this season they wanted to do something different. In late 2021, Rockway helped Publix create a brand new free outdoor tailgating experience where the food, fun and games were bigger and better than ever.
Customer needs + design elements
Publix wanted to take this project a step further and create a brand activation that would engage people even more. How exactly? A concert! They needed Rockway to build a space to host a concert and provide live music for tailgate attendees.
The Rockway Exhibition Approach
In the second half of the year, Rockway stepped up its efforts. Together, Rockway and Publix hosted a concert, added private Skyview suites (which hosted Frito-Lay contest winners), and integrated the Publix food truck that served smoked barbecue.
Fun Publix Concert
The Publix Food Truck
The back of the Skyview Suite
Rockway transformed the Publix reception area into a fully customized outdoor experiential marketing event, creating a “must be there” feeling. These branded reception events were the perfect opportunity for Publix to create something memorable for new and existing customers.
When done well, brand activations not only increase brand awareness and sales, but they also have long-term benefits, such as improving brand image, building customer loyalty, and creating lasting, positive brand associations.
This season’s tailgates were a success with a winning season for both Publix and the Bucs!
The crowd at the Publix concert
Interior of the Skyview Suite
Facade of the Skyview Suite
Outdoor experiential events are starting up, even after the regular season ends. Be the quarterback of your brand and schedule a free consultation with one of our experts to create your own engaging experiential brand experience for your customers.