For the second year in a row, brand activation agency Propac has been declared an “It Agency” by Event Marketer.
Propac is a 26-year-old company that specialises in developing and executing national and retail-specific shopper marketing programs for clients such as PepsiCo, Frito-Lay North America and Interstate Batteries.
Recent activations include the Walking Taco Mobile Tour for Frito-Lay, which turned a sampling situation into a scavenger hunt at 20 Sam’s Clubs and 10 Walmart’s in the Houston area. The trucks served tacos over Doritos chips in the bag along with recipe cards to drive shoppers in stores to grab the ingredients. To create additional buzz, Propac made a stop at the Super Bowl, set up meet and greets with NFL players and arranged for the Mayor of Houston to present a $100,000 PepsiCo check to local charity Star of Hope.
Propac also helped the Texas Christian University Athletic Department pump fans up for its football games, get people to the stadium earlier and create a family-friendly pre-game experience as an alternative to more-adult tailgate options. The agency created “Frog Alley” and a playbook of assets to draw and entertain Frog fans pre-game. The objective: design and produce festive and awe-inspiring elements that could be assembled and torn down on game day and assets the school could update every season based on sponsorship partnerships.
The 2018 “It List” is Event Marketer’s 16th annual roster of the top 100 event marketing agencies.