Nexium Takes Its Tailgate Back to Walmart
Pfizer's Nexium activated its tailgating-themed platform for Walmart this football season.
The "Tailgreatness" effort comprises a sweepstakes "presented by" recently launched Nexium 24HR ClearMinis, store parking lot events and social media activity.
The sweeps awards a trip for four to Florida for an "ultimate tailgate with Dr. BBQ" (Ray Lampe). Four first-prize winners each receive $100 Walmart gift cards and 15 second-prize winners got "premium tailgate items." Entry runs from Sept. 1 to Dec. 31 via the effort's promotional site (tailgreatnesstime.com) or by text message. Retail Sports Marketing, Charlotte, NC, administers.
A Twitter party on Oct. 18 supported the campaign. Free samples also were distributed to influencers.
In stores, Nexium commands a dedicated endcap with Tailgreatness shelf trays stocking Nexium 24HR capsules, tablets and ClearMinis while touting the sweeps.
The brand also tied in to the grilling season over the summer at Walmart by deploying floorstands resembling gas grills, and has been promoting new ClearMinis with shelf talkers and Smart Network endcaps.
Nexium first brought the Tailgreatness program to the mass merchant in 2014 to support the brand's over-the-counter launch. The initial effort leveraged the mass merchant's seasonal "Game Time" platform, according to TracyLocke's online portfolio, and spanned parking lot events at stores in southeastern states, national print ads and TV spots, custom in-store displays, a walmart.com brand showcase (via Triad Retail Media) offering tailgating tips as well as blog posts seeded by Collective Bias.