Overview
In May 2017, Magrino was tasked with increasing awareness and solidifying the credibility of sports fans’ newest holiday: National Tailgate Weekend. The celebration created by Learfield Licensing, was only in its second year and sought to establish itself in a saturated market of quirky holidays.
Our Solution
To achieve this, Magrino conducted an extensive search for a celebrity chef who would pair seamlessly with this food-centric holiday. Magrino ultimately secured an endorsement deal with Chef Josh Capon to be named the official chef partner of National Tailgate Weekend. As the founder of “Tailgate With A Cause”, a non-profit tailgate held at New York Giants’ MetLife Stadium, and five-time winner of the People’s Choice award at the New York City Wine Festival’s Burger Bash event, Magrino hand-selected the most relevant media to offer first-hand experiences of the weekend during a press trip to Purdue University for their October 7th game against University of Minnesota. In addition to placements in Eater, Inside Hook and The Manual, the combined social media following of these journalists reached almost 90,000 followers.
Results
As a result of Magrino’s overall efforts, National Tailgate Weekend received over 47 million media impressions including features in national publications such as Forbes, NBC Online and ABC Online. The holiday also received coverage on top college blogs including Sportsanista, FreshU, College Fashion and key trade outlets including BizBash, O’Dwyers and Markets Insider.
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