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CASE STUDY: HOOTERS AND WRAPIFY TEAM UP TO DRIVE MARCH MADNESS TRAFFIC

by Amy Boisvert May 23, 2023
written by Amy Boisvert

Each spring, March Madness captivates sports enthusiasts with its thrilling college basketball action. With the Final Four held in Houston this year, Hooters, known for its combinations of sports, food, and entertainment, aimed to boost its presence among the many establishments competing to provide the ideal atmosphere for fans to enjoy the games.


Hooters’ Strategic Partnership with Wrapify


Recognizing the need to extend its brand presence to the heart of the action, Hooters strategically collaborated with Wrapify to integrate an out-of-home (OOH) layer into its marketing mix. This partnership aimed to reach audiences in locations that traditional media channels couldn’t easily penetrate.

Hooter's March Madness Wrapify Vehicle

Impressive Results

During a four-week period, Wrapify’s fleet of rideshare advertising vehicles effectively utilized Wrapify SWARM hours to strategically travel across the Houston area. This approach resulted in a remarkable total of 34,847,589 impressions, surpassing the estimated amount by seven times. The campaign achieved a noteworthy reach and impact with an estimated effective cost per thousand impressions (CPM) of approximately  $1.

Driver Routes and Heat Maps

By employing intelligent driver routes, Wrapify ensured optimal exposure to the target audience. The campaign’s success can be attributed to Wrapify’s ability to strategically position their vehicles, leading to an extensive network of impressions throughout Houston. Driver routes and heat maps further showcased the campaign’s comprehensive coverage, reaching a diverse range of viewers.

Hooters Wrapify Driver Routes
Driver Routes
Hooters Wrapify Heat Map
Heat Maps

Measurement of Impact

In addition to delivering impressive impressions and CPM rates, Wrapify partnered with Reveal Mobile to measure the campaign’s impact on foot traffic to 12 Hooters locations in the Houston area. By combining data from the Wrapify Driver App’s Waypoint logs with location information from opted-in mobile devices, Reveal Mobile analyzed a sample of unique Mobile Ad IDs (MAIDs) within a viewable distance (~50ft) of Wrapify vehicles. The data revealed an overall positive and statistically significant Net Lift, with Wrapify-exposed individuals being 51% (or 1.5x) more likely to visit a Hooters location compared to the control group.

 

The Power of Rideshare Vehicle Advertising

This successful partnership between Wrapify and Hooters exemplifies the effectiveness of incorporating rideshare vehicle advertising into an OOH marketing strategy. By seamlessly integrating with Wrapify’s platform, Hooters maximized its brand exposure, outshining competitors and attracting March Madness fans to their ultimate viewing destination.

May 23, 2023 0 comment
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Ad AgenciesCase StudiesFoot-Traffic

WRAPIFY BOOSTS TRULIEVE DISPENSARY TRAFFIC ON GAME DAY

by Amy Boisvert April 20, 2023
written by Amy Boisvert

Despite the thriving cannabis industry, advertising and promoting cannabis products remain challenging for sellers.Traditional mediums are out for cannabis companies. No television or radio advertising. Although some restrictions are gradually easing (such as Twitter’s recent announcement of allowing paid cannabis ads on the platform in states where it is legal) and digital advertising networks exclusively catering to cannabis are available, their reach is still largely restricted by publishers who accept their ads.


This is where Out-of-Home (OOH) advertising has stepped up in a big way to fill the gap left by other advertising mediums.

Wrapify-Case-Study-Trulieve-V3-1

GOALS:
In an effort to enhance brand awareness and stimulate more foot traffic to multiple Trulieve dispensaries in the Phoenix area, ZMA Cannabis Marketing and Wilkins Media teams partnered with Wrapify to create a campaign that could leverage the heightened exposure during the events surrounding the 2023 Super Bowl.

  • Drive measurable foot traffic into 4 Phoenix area dispensaries

  • Utilize Wrapify SWARMs to hyper-target key events surrounding the 2023 Super Bowl.

  • Promote both Trulieve dispensaries and their popular cannabis brand Verano, which is a top vertically integrated, multi-state cannabis operator in the U.S. committed to enhancing community wellness by offering regulated cannabis products through responsible access.

DSC08801-retouched

METHODOLOGY:
15 vehicles, driven by rideshare and delivery drivers, were wrapped and deployed by Wrapify over a 4 week period surrounding the 2023 Super Bowl in a campaign zone covering the Phoenix area. 

Wrapify partners with Reveal Mobile to collect data on the audience and impressions generated by the vehicles while they are on the road, using the “DMOOH Exposure Methodology Standardization Guidelines and Best Practices” developed jointly by OAAA, Wrapify, and Reveal Mobile. The resulting audience data was compared with a control group to calculate the net lift.

RESULTS:

  • The campaign estimated 18,903,000 in campaign zone impressions. This brings the effective CPM to $1.17.

  • The campaign Hot Spot focused around your core demographic and netted 1,909,454 impressions in that zone.

  • The Exposed (Test) Audience was three times (3X) more likely to visit one of the Trulieve locations than the Unexposed (Control) Audience.

ZMA Cannabis Marketing, Wilkins Media, and Wrapify teamed up to deliver remarkable outcomes for Trulieve dispensaries. This collaboration underscores the potential of OOH advertising in enabling cannabis companies to effectively reach their target audiences and achieve their marketing goals

April 20, 2023 0 comment
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Case StudiesOOH Advertising

Case Study: SD Loyal Professional Soccer Club Utilizes Wrapify to Ramp Up Ticket Sales

by Amy Boisvert November 21, 2022
written by Amy Boisvert

INTRO

SD Loyal, a professional American Soccer Club founded in 2019 in San Diego, California had the goal of ramping up ticket sales for their 2022 season.

 

Prefer to see this case study in PDF form?

See Case Study

GOOOOOOOOOOAAAAAALS

Overall, SD Loyal aimed to:

  • Increase ticket sales
  • Target a new, prospective fanbase
  • Showcase the club’s rich San Diegan culture to a new fanbase

   

CAMPAIGN SNAPSHOT

 

To make an even bigger impact, SD Loyal leveraged SWARM. A SWARM is when multiple wrapped vehicles gather at a specific place and time, creating a huge brand moment nobody can forget!

 

RESULTS

Along with increased brand awareness for the SD Loyal club, the marketing team was also impressed to see positive performance:

   

10%+   net lift in ticket sales from the exposed audience

 

This was a campaign you had to SEE to BELIEVE:

 

Learn More at wrapify.com/brands

 

Also check out our 2022 media kit!

Wrapify Media Kit



November 21, 2022 0 comment
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Case StudiesOOH Advertising

Case Study: A SoCal OOH Takeover by Ballast Point Brewing Company

by Amy Boisvert October 31, 2022
written by Amy Boisvert

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.

 

Prefer to see this case study in PDF form?

See Case Study

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.

   

Learn More at wrapify.com/brands

   

Also check out our 2022 media kit!

 
Wrapify Media Kit



October 31, 2022 0 comment
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Ad AgenciesCase StudiesProductTech

Four OOH market strategies that work

by Amy Boisvert May 12, 2022
written by Amy Boisvert

The goal for any agency is to make a big impression for their clients. But this is becoming more difficult with increased competition, limited ad inventory, and growing campaign requests. That’s why you need new, innovative OOH market strategies to win against these challenges. Based on the mission you have, here are four market strategies that work (and the specific brand campaigns to back them up!)

Mission: Overcome limited OOH inventory

We’ve all been there. Your client wants to advertise in a market with limited OOH inventory. With the ever-growing gig economy, our driver-base can deploy OOH advertising virtually anywhere. We’ve helped build target audiences in places with limited or scarcely available media like Austin, Raleigh, and even College Station. 

Limited Media OOH Market Strategies

For recovery footwear brand OOFOS, they knew WHERE to target high-performance athletes (Ironman), but they weren’t sure HOW. The location of the Ironman North American Champion Race was in St. George, UT. With limited media options available, Wrapify helped them overcome these challenges. Just last weekend, they launched a successful advertising campaign that targeted the right audience at the right time. 

Mission: Increase footfall and product sales

Retailers, CPG, and alcohol brands often want to target distributor zones and key zip codes to drive foot traffic and product sales. These lofty goals can be difficult to achieve and even more to measure. That’s where the gig economy and performance-driven ad tech can step in. 

For example, TaylorMade aimed to measure sales for its new TP5 golf ball. One of their strategies was to drive wrapped cars around Dick’s Sporting Goods stores in DMAs like Atlanta. The result? A 102% lift in visits made to their TP5 product page.

Product Sales OOH Market Strategies
Product Sales OOH Market Strategies

Mission: Reach target market segments

Donut Effect OOH Market Strategies
Donut Effect OOH Market Strategies with Amazon in Seattle DMA

COVID-19 completely changed America’s major metropolitan areas. With less populated city-centers and more people working from home, the “donut effect” transformed the suburbs into the new hotspot for target buyers. Wrapify compliments core media and gets brands into the suburbs of top markets – where people are spending more time than ever.

When Amazon wanted to drive recruitment in their top 20+ markets, Wrapify created hot zones based on the “donut effect” philosophy. Then, drivers were sent to the city center AND the suburbs of the key markets. This ensured the widest possible audience for the campaign.

“Wrapify has allowed Amazon to reach pockets of key markets that our traditional OOH buys weren’t reaching. It’s been a great addition to our traditional media mix and we’ve been impressed with their ability to track performance with foot traffic attribution data.”

Sandra F., Senior Media Manager, Amazon

Mission: Dominate the market

For larger media campaigns that need a nationwide reach, you need a “surround sound” campaign. This means flooding key markets with your client’s advertising. Wrapify’s campaigns can be amplified in multiple markets at once, penetrating downtown areas as well as suburbs and local neighborhoods.

For sports-betting platform Caesars Sportsbook, they were able to reach markets from NYC to Ann Arbor. Their Wrapify SWARM campaign included super-sized, fully-wrapped ride-share vehicles. They drove around key sporting events, providing the wide audience reach they were looking for. 

Market Domination OOH Marketing Strategies
Market Domination OOH Marketing Strategies

In conclusion, advertising within the gig economy, ride-share advertising, car advertising, ads on cars, or vehicle wrap advertising (whatever you want to call it) …  is not just a one-trick-pony. As many brands have experienced, this high-recall OOH medium has been the key to brand building AND measuring performance. To see which OOH market strategies would work for you, contact us for a personalized strategy session.  

May 12, 2022 0 comment
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Case StudiesFoot-TrafficOnline Attribution

Case Study – Grocery Delivery Orders Soar for Giant Eagle, HEB and Instacart

by James Heller April 8, 2020
written by James Heller

INTRO

American supermarket chain Giant Eagle leveraged Wrapify to drive a measurable increase in online ordering and curbside pickup in Pittsburgh, PA. They integrated Wrapify into their out-of-home and digital marketing mix in 2019. As a result of their campaign, they also gained more brand awareness, website traffic and foot-traffic measured by Wrapify’s Attribution Suite.

 

See the full case study in PDF form

See Case Study

GOALS

• Grow revenue from curbside pickup sales

• Increase the number of total orders placed online

• Increase the checkout conversion rate of online orders

• Digitally retarget the OOH-exposed shoppers online

• Drive foot-traffic into physical stores

CAMPAIGN SNAPSHOT

Here is a preview of The Campaign Heat Map when their campaign was on the road and the coverage obtained from it. The Wrapified vehicles grabbed mobile ad ID’s as they drove:

Heat Map
Summary

BENEFITS & RESULTS

Utilizing Wrapify’s Physical Retargeting features, Giant Eagle was able to show their online ads to the exposed devices from the campaign. All impressions, clicks, and attribution were measured on the platform…

To see the results download below!

Download Case Study
   

Learn More at wrapify.com/brands

 

Check out our 2019 media kit!

Media Kit
April 8, 2020 0 comment
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