Effort: "Yoo-hoo on the Vans Warped Tour."
Agency: J. Brown/LMC Group's Market Reach event marketing group, Stamford, Conn.
Twist: To boost awareness of its chocolate drink among young consumers in new regions, Yoo-hoo came aboard the fourth annual Vans Warped tour as a sponsor, visiting 35 U.S. cities this summer with bands, entertainment and sports activities. Yoo-hoo created a rock climbing wall shaped like a Yoo-hoo bottle.
Vital statistics: Targeting 14-to-25-year-olds, the alternative footwear and apparel marketer's Warped tour includes daylong performances of popular bands plus demonstrations by expert skateboarders and BMX bike stunt riders. Participants can try climbing, riding or skating; a sweepstakes to win a customized Yoo-hoo skateboard or T-shirt is included. The integrated promotion includes national and local print advertising plus point-of-purchase materials. The six-week tour began June 30.