Experience of the Month: Wendy’s “Sailgating” Experiential Campaign

Notable Returns of Recent History: The Return of the Jedi. The return of Lebron James to the Cleveland Cavaliers. The return of Wendy’s Spicy Nuggets.   

To celebrate the much-anticipated return of Spicy Nuggets to their menu, Wendy’s and The Marketing Arm teamed up to amplify its college football sponsorship with Fox College Football and IMG College partnerships, launching a “sailgating” experience for Husky fans at the University of Washington.

As the name implies, the activation was essentially a big ol’ tailgate on the water. The centerpiece of the experience? A 96-ft. barge with floating decks and a fully-functional kitchen. Brand ambassadors aboard branded boats transported people to the sailgate and also carried food and swag to consumers floating out on the water. People were also invited to dock their own boats at the barge and walk up to a takeout window to get nuggets, burgers and Frostys.

The campaign reported over 100 boats docked and tons of others anchored around the barge. Wendy’s also made a huge splash on social media, recording 3.3 million Instagram Story views and a rise in sales of 10% in three months. The campaign was also a Silver Winner for the Best Sports Activation by Event Marketer’s 2020 Ex Awards. 

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Photos: The Marketing Arm

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