How is a small retailer with no celebrities, no sponsorships, and a dollar-store budget, supposed to stand out at the NFL Draft in Nashville?

Well your first step should be to come up with a giant, drivable grocery cart.
Next, you’ll want to fill that cart with products that people want to buy at your store.
Then you’ve got a spectacle. And nothing draws a crowd like a spectacle (except for an actual crowd—which we also drew).

Before you know it, you’ve got future Denver Bronco Noah Fant sitting shotgun and a line of pre-NFLers wanting in. Like, in-in. And all of sudden you’re the unofficial Uber of the Draft.

And as we shuttled the Draft elite around music city, more and more people learned about the sweet P&G products Dollar General sells, and how affordable they actually are. So while impressions of our big cart were growing (2.5 million+), so were DG’s regional sales.

*One Club Denver Silver: Integrated Co-Promotions
*One Club Denver Silver: Social Media Stunts & Activations