Home Depot Tailgates with Friends
The Home Depot is positioning SKUs from Coca-Cola Co., Newell Brands' Rubbermaid, Clorox Co.'s Kingsford, Weber-Stephen Products' Weber and private label Ryobi as ideal tailgating components this football season.
In stores, logos for the aforementioned brands are depicted on standees activating the retailer’s sponsorship of ESPN College GameDay and employing a “Get Ready for Gameday” message. Online, a promotional page within homedepot.com depicts a tailgating party with items from the brands under a “know your tailgating stuff” message. Display ads on the page spotlight Coca-Cola beverages, Newell Brands' Rubbermaid coolers or Ryobi generators. The destination also directs users to related pages for “tailgating tips,” creating a football toss game and “gameday grills.”
In other digital activity, multiple Tweets from the retailer contain a 15- or 30-second spot starring members of the College GameDay cast — such as Kirk Herbstreit and Rece Davis — and spotlighting the Weber Genesis II grill as well as other products from the aforementioned brands. The spots play before videos of GameDay analysts breaking down and previewing upcoming NCAA Division I Football Bowl Subdivision games. Members of the College GameDay cast also star in a 30-second TV spot plugging the brands. (See video below.)