07.12.25
By Lisa Major
The countdown is on, college football season is right around the corner (hallelujah)! Being the offspring of a Georgia Bulldog and an Auburn Tiger, and then marrying a die-hard Tennessee Vol, I, along with the rest of SEC country, am counting down the days to Saturdays in the South. And, no matter if you’re an SEC fan, ACC, or Big 10, you know what goes hand-in-hand with college football…tailgating, of course!
Just like everything else in the experience economy, the tailgating and fan experience has evolved over the past 20 years. Nowadays, you can rent grand tailgate setups that include tables, chairs, televisions, catering, and even stocked coolers, without even lifting a finger.
This new era of tailgating presents brands with an incredible opportunity to reach thousands of consumers face-to-face in a high-energy atmosphere. Simply put, you cannot go wrong with live marketing events in this type of environment.
The game day atmosphere is one giant party filled with energy and enthusiasm. People are ready to cheer on their team, hang out with their friends, and have a little fun. For this reason, tailgate marketing provides brands with the perfect opportunity to engage with people in a positive and relaxed environment.
Tailgate areas fill up hours before the stadium gates open, giving brands ample time to make an impact on consumers. Given the vast area where most tailgating takes place will provide you with ample ground to cover and space to make your mark.
The beauty of college football is that it draws such a diverse crowd. You’ll find people of all ages in attendance, which allows any brand to easily interact with its target consumer, regardless of who they are.
As tailgates have evolved into the ultimate fan experience, brands of all sizes, from Fortune 500 companies to local businesses, should be taking full advantage of reaching their fans on game day. Here, we’ll look at a few tailgate marketing ideas that will help you win brand fans.
Everyone loves freebies and product samples. And, just about everyone at a tailgate is a football fan; if not, they are there with one. When considering your branded giveaways, choose items that fans will actually use. Branded pom-poms with the home team’s colors, koozies, foam fingers, and stuffed mascots for the kids – there are so many options. By blending the brand with the home team, you’re giving your fans something they’ll cherish as a souvenir. Additionally, comfort items like bottled water, cooling towels, or hand warmers are always popular items.
The great thing about game day tailgates is that you are not limited to a stationary setup. Brands can use street teams to canvass tailgate areas to promote their products or services. Street team brand ambassadors can be used to distribute promotional items, collect leads, promote products or services through targeted messaging, drive people to a physical activation, and more. Logistically, street teams are an easy and cost-effective promotional strategy for tailgate marketing.
Shared photos, hashtags, and check-ins are a big part of the game-day fan experience, so why not capitalize on that? Regardless of the type of marketing event or brand activation you choose, be sure to incorporate a social media element to increase engagement. Photo booths, social media contests, and hashtag campaigns are all excellent examples of how you can expand your reach on and off campus.
When people see others participating in something fun, they want to be a part of it, too. Offer games and activities to attract a crowd to your experiential activation. This could be as simple as a prize wheel or a game of cornhole, or something more immersive, like a virtual reality experience that puts the participant on the sidelines of a football game. Elements like this not only attract consumers, but they also keep them engaged, allowing you plenty of time to interact with them.
Branded marketing vehicles have become an increasingly popular strategy in experiential marketing. For one, their mobility makes everything super easy to manage when dealing with congested areas. You drive in, set up, and you’re in business. This means you no longer need to haul in tents, tables, activation elements, inventory, and signs. Mobile marketing vehicles offer plenty of storage for premium items and other activation elements. Not to mention, they are super noticeable with customized vehicle wraps and sound systems.
With all of this, there is one important thing to keep in mind. Your brand ambassadors, those representing your brand, are your biggest cheerleaders. With numerous brands competing for great brand ambassadors on college game days, partnering with an event staffing agency is crucial to ensure you have the right team representing you. Experienced event staffing agencies are well-versed in recruiting, hiring, and managing staff in college markets. They begin sourcing candidates months ahead of football season. This ensures that they are fully prepared to assist their clients with their tailgate marketing needs.
Whether you’re seeking to create brand awareness or solidify brand loyalty, tailgate marketing events offer it all. The ideas and tips we have covered will help take your brand to the next level!
At ATN Event Staffing, we match our clients with the ideal brand ambassadors through a rigorous screening and interview process. As a result, our clients get exactly who they need to reach their consumers, making their experiential marketing events successful. If you are planning a tailgate marketing event and need amazing people to represent your brand, we’re here for you!
CLIENT
TESTIMONIAL
Your team is awesome! The Lead was great, and the rest of the staff had wonderful energy and really made the event enjoyable.
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