As the 2020 Australian Open comes to an end, brands will be packing up their on-site activations after an intense two weeks in which tennis captured the attention of the nation.
B&T‘s rounded up the best from brands who nailed their activations at this year’s Australian Open, delivering excellent experiences and consumer-engagement campaigns.
2020 marks the third year that Barilla has served as the Australian Open’s official pasta sponsor hosting tennis fans at its pop-up restaurant “Masters of Pasta”.
Hungry tennis fans were treated to a truly Italian feel and setting, and were served a range of exclusive recipes and dishes, all made with Barilla products.
Barilla’s marketing manager Carly King commented on last year’s partnership: “Following the activation and 360 degree marketing campaign supporting its partnership with Roger Federer, Barilla saw a noticeable uplift in awareness, together with a significant boost in sales across a usually quieter period of the year.”
This year the restaurant allowed guests to dine picnic-style with a takeaway menu delivering more Italian deliciousness to more people. In addition to sponsoring Roger Federer, the Barilla Group also now sponsors American 15 year old rising star Cori Gauff.
Kia and Uber
At this year’s Australian Open, Kia teamed up with Uber to offer thousands of lucky tennis fans free rides to and from the grand slam in Kia’s “Fan Fleet”.
The partnership saw a dedicated Kia Fan Fleet of 30 slick Kia Seltos small SUVs transport local and international fans to and from the Australian Open in comfort and style.
Within the Uber app, if there was a Kia Seltos vehicle available, fans could select the “Kia Fan Fleet” icon from the list of ride options. If timed right, you could score yourself a free ride to the tennis!
Despite booking a few Ubers to and from the tennis over the middle weekend, we were unable to book one. However, having read about this activation, we spotted numerous “Kia Fan Fleet” vehicles over three days – sparking conversation itself.
Campari’s Aperol Spritz
It wasn’t that long ago that most Aussies didn’t even know what an Aperol Spritz was. The citrus liqueur has been popular in Italy since the 1950s, but it’s taken a coordinated marketing push to make Aperol Spritz the summer drink of the last five years.
And it’s fair to argue that activating at the Australia Open has contributed to their success. There is not one but two pop-up bars “Club Aperol” and “Casa Aperol”, with Aperol Spritzes galore lined up to go, delivering an efficient and delicious experience.
La Roche-Posay, the official sunscreen partner of the Australian Open, ensured visitors were always sun-protected at the tennis with five satellite Sunscreen Stations across the grounds. These also advertised the UV rating that day. Samples were distributed to ensure fans could top up throughout the day.
Keeping people sun-safe while sampling their various sunscreens has led to a win for La Roche-Posay.