Dew Tour (Guerrilla Marketing Case Study)

The AST Dew Tour contracted with MINDWISE to execute a guerrilla marketing campaign to promote the Toyota Challenge in Salt Lake City.

Dew Tour street team members interacting with potential ticket holders at skate parks, boat ramps, concerts, baseball games and other outdoor activities influenced a key demographic that held active lifestyles where traditional media otherwise couldn’t reach.

Onsite skate competitions, demos, bean bag tosses, “tix for tricks” and more quickly drew in crowds to provide a little taste of the Dew Tour brand. Guerrilla signage, partnership marketing, enter to win displays and location procurement were all key components in the success of the campaign.

Being the first time The AST Dew Tour held an event in the Salt Lake market, MINDWISE’s expertise of the local market was a huge advantage. In fact, the past two years while MINDWISE has been involved, each Salt Lake City stop has broken Nationwide Dew Tour records for attendance.