CASE HISTORIES

A Sampling of the EventSavvy Track Record

Anheuser-Busch -- Bud Bowl 2001 - Super Bowl XXXV, Tampa

How do you generate local market awareness - and incremental sales - for your brand within the overpowering spectacle of a Super Bowl?

EventSavvy designed a plan to make "Bud Bowl" a dominating presence in Tampa's Ybor City entertainment district. We created a win-win arrangement among Budweiser, the City of Tampa, local media and hundreds of local retailers. We publicized Bud Bowl - a variety of live entertainment, interactive exhibits, games and celebrity appearances as THE place to be during Super Bowl weekend. The result: more than 500,000 people - the largest crowd in Ybor City's history - made Bud Bowl the weekend's most popular attraction…more than 75 live and taped TV broadcasts from Bud Bowl…and a 20% increase in beer sales in Tampa-Orlando during the Super Bowl period.

BMW Signature Car - 1996 Olympic Torch Relay

How do you generate dominating image and sales-contributing awareness for a company with only a supporting role in a nationwide, three-month event?

BMW, official motor vehicle provider to the 1996 Coca-Cola Olympic Torch Relay, combined with Event Savvy on the "Signature Car" campaign. The specially decaled BMW 3-series was positioned and publicized as "leading the Torch Relay across America." Along the 13,000 cross-country route, and in more than 75 major cities, EventSavvy helped make the Signature Car's arrival a major media event by attracting local and national celebrities and Olympic champions to put their autographs right on the car. EventSavvy, veterans of the 1984 Los Angeles Olympic Torch Relay, hired, trained and deployed advance teams to promote, stage and publicize more than 100 ceremonies leading up the '96 Games. The result: BMW received as much - in some markets, more - news coverage than the primary sponsor. When asked, many consumers said BMW was the company primarily responsible for bringing the Olympic Torch to their cities.

Sara Lee/Hanes - 1996 Olympic T-shirt Auction

How do you keep a 500-consecutive-day campaign "top of mind" with the public and an ever-skeptical news media?

Sara Lee's Hanes division faced such a challenge with the 1996 Atlanta Olympic Games T-Shirt Auction. With the Games on very few media radar screens in March 1995, EventSavvy was hired to get the T-shirt auction kick-started. We created a mystique-teaser campaign fueling speculation about how much money the first (Day 500) T-shirt would command. We staged a black-tie event at Atlanta's most popular shopping mall attracting more than 10,000 people and hundreds of bids. The result: the Day 500 T-shirt fetched more than $25,000, setting a tone that ultimately led to the raising of more than $1 million for local charities. Olympic Games organizers credit the Hanes T-shirt auction as a primary catalyst to building and sustaining enthusiasm - and ticket sales - for the Atlanta Games.

Coca-Cola Hand Across America - 1986

How do you get more than two million people to hold hands in a 3,000-plus mile human chain on one day in May, 1986?

Coca-Cola had the challenge of sponsoring and pulling off this record-shattering feat. EventSavvy was brought in and, six months before Hands Across America Day, created the Coca-Cola HAA Radio Network. We scripted more than 1,000 custom public service announcements voiced by some of the world's top celebrities, who encouraged everyone to join the fight against hunger and homelessness in America. The PSAa aired over more than 250 radio stations nationwide to an audience of close to 100 million. The result: On May 25, 1986, 2.4 million people stepped out of their daily routine - stood along a pre-determined (and advance promoted by Event Savvy) route stretching from New York to Los Angeles - and simultaneously held hands. More than $30 million was raised, and Coca-Cola was the beneficiary of immense image and sales enhancements through unparalleled news media coverage.

Burger King "VIP Night on Broadway" for New York City Police - 1979

How do you engineer your client's take-the-lead corporate response to a life-or-death public need?

The situation: New York City policemen and women were being gunned down at an alarming rate. In one incident two patrolmen were killed but a third, wearing a bulletproof vest, was slightly wounded. NYPD, through the Patrolman's Benevolent Association, put out a public plea to secure bulletproof vests for every one of "New York's Finest." The City of New York could not afford the significant expense. Burger King stepped up and, working with Burson-Marsteller and EventSavvy, created and produced a one-time-only variety show, featuring a Who's Who of the Broadway stage and Hollywood. The event was held at the Shubert Theater on a Sunday night, when Broadway is traditionally "dark." The result: A sell-out black-tie crowd, paying $96 per head (price of a vest), enjoyed the talents of some of America's biggest stars…and capped it off with a "Whopper & Champagne" cast party in Times Square. Burger King's action galvanized the corporate sector to action and directly led to bulletproof vests soon being provided to the entire New York City Police Department.