Labatt conducts street promotions for summer events
Labatt Breweries of Canada has recently completed two out-of-home campaigns tied to its sponsorship of the Just for Laughs comedy festival in Montreal and the Wakestock wakeboarding competition in Toronto. Both campaigns made use of promotional vehicles from Go Mobile Media of Toronto. The vehicles were wrapped in branded materials and played music through external sound systems. The Montreal initiative, which supported the Labatt Bleue brand, also featured promotional workers who distributed branded bandannas and festival maps to commuters. During the Toronto effort, in support of Bud Light, the workers distributed tickets to the Wakestock event. The vehicle was also present at several parties hosted by the brewery, during which dancers performed on the truck. “This was a great way for both brands to leverage their event sponsorships and communicate with targeted consumers directly at street level,” said William Kozma, president of Go Mobile Media.