As the only produce brand that sponsored the 2024 Miami Open Tennis Tournament, Fresh Del Monte found fun ways to engage fans and encourage people to eat more fresh fruits and vegetables.
Attendees at each match had the chance to enjoy pineapples and fresh-cut fruit from Fresh Del Monte, and between matches, Fresh Del Monte took over the stadium's video boards to give fans the chance to win a seat upgrade by scanning a QR code—and gain additional entries by engaging with the brand on social media.
The Miami Open attracts nearly 390,000 people over 10 days and Fresh Del Monte made its mark by offering fresh-cut and whole fruit and vegetable products available for purchase, plus including interactive ways for healthy eating fans to engage with the brand during the event.
Interactive Tennis Activations
Fresh Del Monte Engaged Healthy Eating Fans at the 2024 Miami Open
Trend Themes
1. Interactive QR Engagement - Brands are leveraging QR codes to boost in-event engagement and create immersive fan experiences, fostering a direct connection with consumers.
2. Healthy Snack Sponsorship - Sponsoring sports events with healthy snack options promotes brand visibility while encouraging healthier eating habits among attendees.
3. Social Media Participation Incentives - Encouraging event attendees to engage with brands on social media platforms enhances digital presence and consumer interaction.
Industry Implications
1. Sports Marketing - Integrating interactive brand promotions within sports events can amplify fan engagement and generate brand loyalty.
2. Healthy Food and Beverage - Promoting nutritious options at large-scale events can shift consumer behavior towards healthier dietary choices.
3. Digital Marketing - Utilizing QR codes and social media engagement at live events can drive cross-platform brand interactions and amplify marketing efforts.