Putting women NFL fans’ team spirit front and center for Covergirl.

COVERGIRL ’13 Nailgating Events Drive Buzz

CHALLENGE:

As the official beauty sponsor of the NFL, COVERGIRL wanted to engage women by offering them team-inspired nail looks using the ’13 Outlast Stay Brilliant nail line at COVERGIRL “nailgating(R)” events.

SOLUTION:

Working with COVERGIRL’s agency, UEG, G7 designed and fabricated all activation elements, devised low barrier activation activities and hired experienced manicurists and brand staff. The COVERGIRL nailgating tour attended 7 NFL team fan zone events from the Dallas Cowboys to the NY Giants from September to November.

Key elements included:

  • Customized structure design with interchangeable local team signage
  • Outlast nail bars staffed with manicurists to deliver “fanicures”, custom team-themed nail art designs
  • Photo marketing with social sharing to drive CRM
  • Gaming included a football toss and corn hole to award instant win prizes: NFL giftcards, product, koozies, sunglasses and foam fingers

RESULTS:

  • National media coverage of the activation on ESPN
  • Almost 1,000 mini manicures delivered
  • Over 500+ photos taken
  • Over 2500+ prize giveaways