Millsport and The Marketing Arm
Building Brands Through Consumer Engagement
As the sports sponsorship and motorsports consulting and activation division of The Marketing Arm, Millsport is part of an agency offering unmatched vertical consulting depth across nine emotional platforms within sports, entertainment, multicultural and cause.
This means we can offer seamless execution across a broad activation continuum all with one point of contact. Our strategic account leaders are able plan and execute truly integrated engagement strategies without the hassle of competing agendas that's imminent with multiple agencies.
For more information, visit The Marketing Arm website or contact Gregg Hamburger at (214) 259-3200.
Featured Case Studies
Lay's Get Your Smile On
Objective
Lay’s® potato chips was seeking a program that would increase purchase frequency for its single-serve bags (1.5 oz.) in cafeterias, food service locations, quick-service restaurants and vending locations during the fourth quarter of 2006. The overall brand objective was to increase loyalty to Lay’s chips and perpetuate the tagline of “Get Your Smile On”.
At the same time, Lay’s wanted to connect the dots between its goals and Frito-Lay’s National Football League sponsorship to leverage the most powerful property in sports. Frito Lay has official salty snack status with the NFL and can extend that designation to any of its brands.
As with most Frito Lay programs, success would be measured by overall sales versus the previous year through the food service, vending and QSR channels. Web site entries and hits on Lays.com would also be important bellwethers.
Target consumers were both males 18-24 who over-index in food service channels and gatekeeper moms. In addition to reaching consumers, Lay’s hoped to engage its field sales representatives and key accounts such as deli store franchisees, cafeteria operators (Sodexho Marriott) and vending operators.
Read Millsport's Solution