INTRO
Ballast Point, a craft brewery based in San Diego, aimed to run a summer campaign with the goal of driving more foot traffic into the several Ballast Point tasting rooms in Los Angeles, Orange County, and San Diego.
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GOALS
Ballast Point’s agency, CUENTO Marketing, wanted to use a unique form of transit media to target its key demographic. They identified key events such as baseball games at Petco Park, Dodgers Stadium, and the Rose Bowl, as well as high-traffic areas such as public beaches and key neighborhoods, and utilized Wrapify SWARMs to get in the right place, at the right time.
Overall, Ballast Point wanted to:
- Drive measurable foot traffic into tap room locations
- Hyper-target key events and neighborhoods where out-of-home inventory is not available
- Advertise the brewery’s iconic Sculpin brand alongside a new summer variety, Watermelon Dorado
METHODOLOGY
Over 100 vehicles, driven by rideshare and delivery drivers, were wrapped and deployed by Wrapify. Wrapify works with Reveal Mobile to create the exposed audience and impression measurements of the vehicles while they’re on the road. They follow the OAAA’s “DMOOH Exposure Methodology Standardization Guidelines and Best Practices“, which was created in partnership with Wrapify and Reveal Mobile. This audience was compared with a control group to determine the net lift.
BENEFITS & RESULTS
Amongst the many benefits a brand will always have from campaigns like this one, here are all of the impressive numbers that helped them reach their goals:
200% Lift in Foot-Traffic to Long Beach Location
900% Lift in Foot-traffic to Little Italy Location
2,500% Lift in Foot-Traffic to Anaheim Location
276M Impressions in the Geo-fenced Location
Using Wrapify for this campaign gave Ballast Point one of the best Summer visitation rates on record. The brand is now in the driving seat, accompanied by a vast amount of data in the Wrapify Dashboard about their exposed and captured audience which will help influence future successful marketing efforts.
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