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

by Amy Boisvert
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.

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Case StudiesOOH Advertising

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

by Amy Boisvert
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.

 

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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.

   

Learn More at wrapify.com/brands

   

Also check out our 2022 media kit!

 
Wrapify Media Kit



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Case StudiesFoot-TrafficOnline Attribution

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

by James Heller
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

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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!

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Learn More at wrapify.com/brands

 

Check out our 2019 media kit!

Media Kit
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Case StudiesTech

Case Study – Zoom Crushes Conversion Rate Goals with Wrapify Retargeting

by James Heller
written by James Heller

INTRO

Zoom Video Communications is a leader in the B2B technology space. They added Wrapify to their marketing mix starting in 2018, with an “always-on” mentality going into 2020 after seeing positive results. Going into various markets with Wrapify campaigns, Zoom was able to custom-build an ABM and key accounts strategy for growing their awareness, pipeline and customer base.

 

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GOALS

With markets that have limited inventory of other OOH such as billboards and transit, Wrapify delivered exposure everywhere they wanted it. Zoom wanted to increase awareness and specific conversions as a result of their campaign.

CAMPAIGN SNAPSHOT

“We wanted to add something unique and noticeable to our marketing mix when we found Wrapify. They’ve helped us reach and convert more ideal customers with their offline-to-online retargeting.”

Janine Pelosi
CHIEF MARKETING OFFICER
ZOOM VIDEO COMMUNICATIONS

Here is a preview of a 4-week time period their campaign was on the road and the coverage obtained. Each color is another car advertisement on the road, grabbing mobile ad ID’s as they drive:

Zoom also leveraged SWARM successfully growing their impression numbers quickly. A SWARM is when multiple wrapped vehicles gather at a specific place and time, creating a huge brand moment nobody can forget! Zoomtopia and more proved to provide a high volume of impressions FAST.

BENEFITS & RESULTS

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

Amongst the benefits a brand will always have from campaigns like this one, here are all of the impressive numbers that helped them reach their goals:

 

13%+   Average Sign Up Conversion Rate Increase

   

23%+   Average Pricing Page Traffic Increase

     

102%+   Average Contact Sales Conversion Rate Increase

     

5.1 Million+   Total Impressions (and counting)

     

8,100+   Total Campaign-Generated Clicks

       

Learn More at wrapify.com/brands

   

Check out our 2019 media kit!

 
Wrapify Media Kit



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Case StudiesFoot-Traffic

Case Study – MLB’s Padres Drive 1,005% Lift in Game-Day Foot-Traffic

by James Heller
written by James Heller

INTRO

What started out as a preseason campaign, The San Diego Padres’ OOH (out-of-home) marketing campaign with Wrapify extended through the entire 2019 MLB season. By creating a geofence around their home field, Petco Park, Wrapify measured the entire audience (and their devices) that attended home games. Wrapify’s attribution suite drove a dramatic lift in foot traffic to home games throughout the season.

 

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GOALS

With San Diego being a hotspot for tourism and local attractions, The Padres wanted to re-engage their existing fan base as well as drove an increase in home game visitation.

  • • Drive measurable foot traffic into home games
  • • Effectively retarget the exposed audience online
  • • Measure and attribute Wrapiyf-exposed audience
  • • Leverage SWARM to target key touches and events

CAMPAIGN SNAPSHOT

Devices that were exposed to a Padres’ wrapped vehicle were ~10 times more likely to attend a game than non-exposed devices.

 

The Padres leveraged SWARM successfully growing their impression numbers quickly. A SWARM is when multiple wrapped vehicles gather at a specific place and time, creating a huge brand moment nobody can forget!

BENEFITS & RESULTS

Showing a 1,005% lift in foot traffic versus the non-exposed audience at Petco Park, this means people that saw this car advertisement were 10 times more likely to attend a game.

We have people coming to games and having a great time, but no way to go back to track how they got there. Being able to know who comes in contact with our advertising and whether they actually enter the ballpark is huge for us. 

Wayne Partello
CHIEF MARKETING OFFICER 
SAN DIEGO PADRES, MLB 

Amongst the benefits a brand will always have from campaigns like this one, here are all of the impressive numbers that helped them reach their goals:

 

1,005%+   Total Game Day Visitation Lift

   

979%+   Total All Days Visitation Lift

     

175,955,805+   Total Geo-Fenced Impressions

     

203,362,389+   Total Impressions

       

Learn More at wrapify.com/brands

   

Check out our 2019 media kit!

 
Wrapify Media Kit



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Case Studies

Case Study – Cisco gets a 1,016%+ increase in landing page traffic

by James Heller
written by James Heller

INTRO

B2B tech company Cisco was planning to actively promote their new WebEx software product to technology business owners in areas hosting the Enterprise Connect Conference attendees. Wrapify was integrated into their media mix at the intersection of Out of Home (OOH) and Digital.

 

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GOALS

Cisco was looking to actively promote their WebEx product to as many attendees as possible while the event was taking place. During the 4-week campaign, Cisco wanted to capture exposed devices and send users to their dedicated event landing page. Enter: Wrapify.

Overall, Cisco’s goal was to get landing page submissions from event attendees & relevant tech-savvy audiences.

 

Specific Goals:

  • •  Attribute direct website traffic to a specific landing page for a new product launch 
  • •  Leverage SWARM at Enterprise Connect Conference 
  • •  Target the attendees at two major locations
  • •  Retarget exposed conference attendees digitally

   

CAMPAIGN SNAPSHOT

Cisco chose to have their advertising surrounding two major areas; The Orlando International Airport, and The Gaylord Palms Resort, while leveraging Wrapify’s omni-channel digital ad platform as well.

 

In addition, they leveraged SWARM. A SWARM is when multiple wrapped vehicles gather at a specific place and time, creating a huge brand moment nobody can forget!

   
   
   

Once the cars were on the road, they started exposing the phones and devices in the pockets of everyone in range. Then, the digital retargeting ads began going out to those users.

           

An example of Cisco’s retargeting ad used on web, search & social media served to exposed devices.

BENEFITS & RESULTS

   

Amongst the benefits a brand will always have from campaigns like this one, here are the impressive numbers that helped them reach their goals:

 

1,016%+   Event Landing Page Traffic Increase

   

13,365,165+   Total OOH Impressions

     

4,060,010+   Bonus OOH Impressions

     

Benefit Overview:

  • • Digital event landing page traffic increase
  • • Campaign attribution measurement dashboard
  • • Concentration of impressions in chosen event areas
  • • Heavy SWARM activity, exposing event attendee’s devices
  • • Increased reach and frequency of overall OOH and digital advertising in-market
   

Using Wrapify for this campaign has put Cisco in a powerful position to develop their next out-of-home and digital campaign. The brand is in the driving seat, accompanied by a vast amount of data in the Wrapify Dashboard about their audience which will help influence and inspire future company growth and success.

   

Learn More at wrapify.com/brands

   

Also check out our 2019 media kit!

 
Wrapify Media Kit



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