Fast-food chain Wendy’s is taking its “fresh, never frozen” hamburgers to football fans across the country this year via a college tailgate tour that will span 12 games this season.
In partnership with experiential marketing agency IMG Live, Wendy’s will kick off the tour on Sept. 3 when UCLA takes on Texas A&M at the Rose Bowl. It will end the 12-game tour at the University of Michigan on Nov. 25 when the school plays Ohio State.
At each stop, Wendy’s will unveil a customized 18-wheeler that includes a patio, roof-top party deck, indoor lounge and 14-foot Daktronics video board that will display live college football in addition to sponsor content. The Wendy’s food truck will also serve free single cheeseburgers to fans.
The experience, which IMG said will be “nearly half the size of a football field,” will also feature a one-hour live radio show hosted by College Sports Now’s Stephen Hartzell that will be distributed on TuneIn.
In addition to the Wendy’s activations, brands including Coca-Cola, TV brand TCL, Nissan and Kellogg’s will be on-site. Coca-Cola will host a sampling at the tour stops and sponsor a virtual reality demo area, while TCL will host an eSports gaming lounge that will feature a variety of video games and live college football action.
Nissan will be bringing its Die Hard Fan experience, which lets fans virtually paint their game face on, to the tailgates via co-branded giveaways, airbrush artists and co-branded phone charging stations. Kellogg’s will be promoting its Pringles brand with an “interactive flavor stacking experience” throughout the tour.
“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 at IMG, in a statement. “In partnership with IMG Live, we are excited to provide a platform that further enhances the fan experience on gameday.”