Pure Hawaiian Hydration
College Marketing Co. partnered with Waiakea Hawaiian Volcanic Water to execute a street team activation during Opening Weekend at Yankee Stadium in New York City. The activation ran across three consecutive days, April 5 through April 7, 2024, with College Marketing Co. fielding a team of three to four brand ambassadors each day just outside the stadium at 1 East 161st Street in the Bronx. The campaign leveraged Aaron Judge's endorsement of the brand to draw attention from the thousands of fans streaming into Yankee Stadium for Opening Weekend, pairing that visibility with hands-on product sampling. Brand ambassadors engaged fans directly outside the stadium gates, distributing product samples and starting conversations that connected the brand's Hawaiian volcanic water positioning to a moment when fans were already primed for a high-energy, high-attendance event. Team size held at three to four staff across all three days, giving Waiakea a consistent presence through the full opening weekend rather than a single opening-day push. That structure let the team capture engagement across three distinct game days, each drawing a fresh wave of stadium traffic, rather than relying on a single afternoon of activity to carry the campaign. Positioned outside one of the most recognizable venues in American sports during one of the highest-attendance weekends of the baseball season, the activation gave Waiakea direct access to thousands of fans in a single concentrated window. College Marketing Co.'s on-site team turned that access into positive, sampling-driven interactions that reinforced the brand's connection to Aaron Judge's endorsement in a live, in-person setting.
Campus & Student Marketing
Beverage
April 2024