AUTOZONE LIBERTY BOWL ACTIVATION

In 2021, long-time client AutoZone partnered with LEO Events to create a brand activation at the NCAA AutoZone Liberty Bowl Football Classic.

LEO built a branded environment outside the stadium to showcase the AutoZone brand and incentivize attendees to join AutoZone Rewards. Attendees could participate in branded games and race-car simulators and were treated to hot chocolate, popcorn, and branded swag like blankets, bags, and hand sanitizers. LEO also provided branded signage, décor, and seating, leading AutoZone to have the most activated tailgate at the game.

AutoZone also wanted a branded experience inside the stadium that would offer a great ROI. LEO facilitated a photo-roamer that airdropped branded pictures to attendees during the game, which generated hundreds of social media engagements.

Results:

• Dozens of AutoZone Reward program sign-ups

• Press coverage from two media stations

• Most activated space at the stadium

• No leftover swag items