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IMG LAUNCHES WENDY’S COLLEGE TAILGATE TOUR

IMG LAUNCHES WENDY’S COLLEGE TAILGATE TOUR

Aug 28, 2017

IMG today announced the first-ever Wendy’s College Tailgate Tour, an interactive, fan-focused pre-game experience featuring food, music, games and special guest appearances at 12 highly anticipated college football games this season.
 
The Wendy’s College Tailgate Tour kicks off Sept. 3 at the Rose Bowl when UCLA takes on Texas A&M and concludes during Rivalry Week on Nov. 25 at the University of Michigan, where the Wolverines will take on the Ohio State Buckeyes. Each stop will be anchored by a customized, Wendy’s-branded, 18-wheeler that includes a patio, roof-top party deck, IMG Audio radio desk, indoor lounge and a 14-foot Daktronics videoboard that will display live college football and sponsor content. Brands including Nissan, Pringles, Coca-Cola and TCL will bring the activation—nearly half the size of a football field—to life with a variety of interactive experiences including virtual reality, esports, social media opportunities and product sampling.
 
“The Wendy’s College Tailgate Tour highlights IMG’s commitment to creating unique activations for brands that connect them directly to the excitement and fanfare around college football season and the most passionate fans in sports,” said Andrew Judelson, Executive Vice President, Sales and Marketing, IMG. “In partnership with IMG LIVE, we are excited to provide a platform that further enhances the fan experience on gameday.”
 
Each stop of the Wendy’s College Tailgate Tour will feature a one-hour live radio show produced by IMG Audio, distributed on TuneIn and hosted by Stephen Hartzell of College Sports Now. He will be joined by former players, coaches, influencers and local radio analysts each week.
 
The full schedule of the 2017 Wendy’s College Tailgate Tour includes stops at the following IMG College partner schools (in bold):
 
Sept. 3                  Texas A&M @ UCLA
Sept. 9                  Oklahoma @ Ohio State
Sept. 22                Utah @ Arizona
Sept. 30                Clemson @ Virginia Tech
Oct. 7                    Pittsburgh @ Syracuse
Oct. 14                  Ohio State @ Nebraska
Oct. 21                  LSU @ Ole Miss
Oct. 28                  Texas @ Baylor
Nov. 4                   Army @ Air Force
Nov. 11                 Florida @ South Carolina
Nov. 18                 Mississippi State @ Arkansas
Nov. 25                 Ohio State @ Michigan
 
More details on the activations:
 
Wendy’s footprint will include the Wendy’s food truck which will serve free Dave’s Single cheeseburgers made with fresh, never frozen beef. Fans will also have the chance to square off against their own rivals in cornhole competitions where an emcee will energize the games and let college football fans know that Wendy’s serves fresh, never frozen beef on every hamburger every day.
Coca-Cola will host a sampling at the tour stops where Coke has pouring rights. Inside the Wendy’s trailer, Coca-Cola will also sponsor the virtual reality demo area featuring brand integration in an immersive, 360-video VR experience.  MandtVR will provide the headsets and create original, customized VR content celebrating college football.
 
Also inside the trailer, TCL will host an eSports Gaming Lounge featuring a variety of videogames and live college football action on their TVs throughout the footprint. TCL will conduct an onsite sweepstakes each week where one lucky fan will take home a television.
 
Nissan will amplify its College 100 partnership by bringing the Die Hard Fan Experience to the Wendy’s College Football Tailgate Tour. With co-branded giveaways, airbrush artists, co-branded phone charging stations and much more, Nissan is helping fans Take On game day.  Fans will also be able to check out all-new vehicles, such as the Nissan Rogue and Nissan TITAN, and enter to win sweepstakes for great prizes.
Kellogg’s will activate its Pringles brand with an interactive flavor stacking experience that allows fans to “Pop, Play, Eat” with their own team-inspired Pringles flavor stacks.
 
The Wendy’s College Tailgate Tour will be operated by IMG LIVE, the experiential marketing agency of IMG.