Get in Touch

Getting your product sample into the hands of sports fans – Sally Durcan, Hotcow

by on May 13, 2015 in Events, Events & Awards, featured item, Latest News, Lead Article, London & South East, Nuggets, PR, Retail, Uncategorized

Getting your product sample into the hands of sports fans could prove to be super-profitable.

Wimbledon; Royal Ascot; the Rugby World Cup. We are a sports-mad nation and these are just a few of the large scale sporting events being held in the UK this year.

Between them, they will attract over 1 million fans, as well as fierce competition amongst brands who all want the opportunity to get up close and personal with their target market.

Sporting events have long attracted the attention of field marketers’ as they give you direct access to thousands of potential consumers, who are in the mood to buy.

You can’t ask for more than that, right?

There are plenty of examples of brands that have taken advantage of the sampling opportunities available at sporting events and they all have one thing in common: the brand interaction enhanced the enjoyment of the event, while meeting a particular need. For example, Lipton Ice handed out chilled drinks to thirsty tennis fans waiting in the queue at Wimbledon; Natwest gave out branded fixture lists and score cards to fans at Lord’s Cricket ground to promote its involvement with the game; and Halls Soothers offered packets of throat sweets to hoarse fans at a QPR football match.

Okay, but what are the benefits of product sampling?

Risk Free Gift

It’s a risk for shoppers to divert from their habitual choices and try a new thing. They will think: “What if I don’t like it? If I don’t, I’ve wasted my money…” Most people hesitate before buying something for the very first time. This is exactly why product sampling is so effective: it’s the opportunity for consumers to try before they buy.

Not only will they love you for the free gift, but the interaction with a real person rather than an inert packet on a shelf will start to build brand affinity in their minds.


Word-of-mouth is marketing you don’t pay for. It’s the highly valuable recommendation of one friend to another about your product, or the glowing endorsement of your service on Facebook.

If you can get your product into the hands of your target market and let them discover how good it is for themselves, you’ll have a good chance of generating spontaneous word of mouth for very little effort.

Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on



Alison Henley /

Print article