Purina Animal Nutrition
2021
Social Media Strategy, Boots-On-The-Ground Support, Logistics, ROI Solutions
This certainly wasn’t our first rodeo, particularly in Las Vegas. However at NFR 2021, we pulled all the stops. We provided support for Purina Animal Nutrition through logistics, daily event support, social media content, and brand exposure solutions.
SOCIAL STRATEGY
Prep work for NFR began in late October. Our team manages the daily posting to the Purina Performance Horse Facebook and Instagram accounts, so we worked with Cross Timbers Marketing who created and provided video content of Purina’s large group of sponsored rodeo athletes. We used this content on the Purina Performance Horse Facebook & Instagram pages to build momentum for the event. The NFR always means lots of social media content opportunities. However, we knew we would need a lot of engagement for this content to truly have impact. We also used the endless content opportunities to post to Facebook and Instagram Stories throughout each day. Lastly, we created a SnapChat filter to be used at the Thomas & Mack Arena during each night’s rodeo.
ROI SOLUTIONS
At large, dynamic events like the National Finals Rodeo where companies invest so much in marketing dollars, sometimes it is hard to measure ROI on all efforts. While the social media campaigns are easily measured, we wanted to create a measurable approach to Purina’s marketing efforts in their Cowboy Christmas trade show booth. Purina had recently launched a new program that encouraged customers to fill out a form in exchange for a feed discount, so we used NFR as an opportunity to encourage participation. We created a Purina branded poker chip that included a QR code. This QR linked to Purina’s form, bringing more participants into their new program.
Booth Logistics
With 10 TVs running content in the booth each day, over 20 sponsored athletes signing autographs booth throughout the rodeo, and twice as many sales team members working the booth, we also took care of daily maintenance and coordination. This meant updating the TV content that would run each day, ensuring the sales team had lunch, making sure the autograph sheets were ready for each day, and coordinating with the athletes if there were any schedule changes.
Social Media Engagement
Each morning of the 10 day rodeo, we created an opportunity to win a $500 Rodeo Vegas Jacket. Each prompt was based on one of Purina’s 20 rodeo athletes competing in the NFR and directly related to that night’s event. EX: “Guess Emily Biesel’s run time tonight in Round 8 of the NFR for a chance to win a $500 Rodeo Vegas Jacket! First correct guess wins.”
These daily engagement prompts helped us maintain engagement through the live streamed Purina Pre-Shows hosted each day before the rodeo.
Snapchat
We increased the measurable exposure opportunities by creating a Snapchat filter to be used by fans at the rodeo each night.
Booth Graphics
We updated the TV content in the Cowboy Christmas trade show booth to stream relevant content for each day. As a sponsor of the PRCA, Purina had access each day to the previous night’s rodeo performance, so this was run on two TVs. We also created engaging video content to promote each day’s autograph signing schedule. On the remaining TVs, we streamed the Purina Pre-Show from each previous night.
Poker Chips
Poker chip giveaways in Las Vegas just makes sense. We created Purina-branded poker chips and included a QR code on one side. If booth visitors scanned the code and filled out the form, they would receive a discount on feed.
Advantages of these giveaways included:
- Great souvenir from Las Vegas that is easy to fly home with.
- Visitors don’t have to scan a QR code while in the booth – can do it later.
- Unique way to share a QR code
Autograph Signing Promo Videos
With four large, high rise televisions set around the 70’x30′ trade show booth, we had to capture audience attention in order to draw a crowd for Purina’s daily autograph signings.
To do this, we created these flashy videos that highlighted each celebrity athlete that would be signing in the booth for every day of the event.