The Wendy’s franchisee group in Phoenix, Arizona was looking to enhance their local community presence through a major sports sponsorship but had a limited budget. They turned to Ansira, who helped them secure a major league baseball sponsorship with the Arizona Diamondbacks.
The Challenge
Given limited local marketing funds, establishing a meaningful pro-sports sponsorship has always been a challenge.
The Solution
Ansira created a custom event-driven sponsorship focused on establishing key “tent pole” events throughout the Diamondback’s season. Events were aimed at creating local community goodwill and included traffic drivers to local Wendy’s restaurants. This allowed Wendy’s to maximize their budget and give the impression of a more substantial partnership. It also fulfilled the co-op’s objectives of engaging with the Hispanic audience and promoting local community involvement.
As part of this sponsorship, Ansira used amplification tools to maximize Wendy’s exposure both inside and outside of the stadium.
Outside the stadium
The team utilized local TV ads, Spanish radio spots, and diverse promotional materials to boost visibility around Wendy’s event dates. In-restaurant promotions included branded T-shirts and mascot photoshoots. Digital efforts featured homepage takeovers, e-blasts, and web banners on the Diamondbacks’ platforms.
Inside the stadium
Wendy’s was highlighted on in-stadium LED displays, PA announcements, and a PSA video featuring pitcher Kevin Ginkel. The Mr. Frosty mascot, coupon and gift card giveaways, T-shirt tosses, and a photo station engaged fans, while an MLB Ballpark App check-in offer enhanced digital interaction.
Results
The Wendy’s and Diamondback’s sponsorship yielded impressive results by the end of 2023:
Television:
- Over 2 million impressions
- 90 in-game TV spots (:30 each)
Spanish radio:
- 921 radio spots
- 162 live in-game mentions
Digital:
- 750,000 web banner impressions
- 531,000 emails sent, with over 220,000 opens and 880 clicks
- 102,000 homepage takeover impressions
Kids-Free Weekend:
- 23,478 kids’ tickets redeemed
- 90,000 post-game free nugget emails sent to attendees
In-Stadium Distribution:
- $5,00 worth of Wendy’s gift cards
- 7,000 free kids meal coupons
- 3,000 free lemonade coupons
- 600 T-shirts
With the help of Ansira, Wendy’s successfully enhanced their local community presence and engaged their target audience. From millions of digital and TV impressions to significant in-stadium engagement, these results demonstrate the power of a well-executed sponsorship in achieving brand visibility and community connection, even on a limited local budget.
If you’re looking to elevate your local marketing efforts and achieve similar results, reach out to Ansira today. Our team is ready to help you develop and execute strategies that maximize your brand’s community engagement and drive meaningful connections.
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