• by Sarah Mahoney  @mahoney_sarah, September 21, 2023

It’s tailgate season, and Shipt and Visa want to intercept new fans as they party in the parking lot. Called the Shipt X Visa Ultimate Tailgate Lounge, the interactive pop-up experiences include branded games, photo booths and food inspired by chef Jeff Mauro, host of the Food Network’s “Sandwich King.”

To build buzz for the activations, Shipt and Visa are running a social media sweepstakes.

Shipt, the delivery service owned by Target, may not seem like the most natural brand for a tailgate -- most people aren’t shopping while drinking beer and eating sliders.

But Alia Kemet, chief marketing officer, says the partnership offers an opportunity to meet fans when they’re fired up. “College football games bring people together with lots of excitement, camaraderie, and food,” she tells Marketing Daily via email. “So we decided to pop up at these community gatherings across the South to drive brand awareness. Together with Visa, we’re bringing the convenience of digital payments and the delight of same-day delivery to weekend tailgates, school-night dinners, fall get-togethers, and any other occasion.”

She says Shipt is also using the effort to spread the word that Visa cardholders are eligible to redeem a free Shipt membership. 

The campaign aims to tie the two brands together and tell“the full story of what Shipt can do for Visa cardholders."

She adds, "We created this Ultimate Tailgate Lounge with cardholders and new customers in mind -- marrying our brand’s vision and Visa’s established brand awareness in an exciting and relevant way. Cardholders will have special access to elements of the activation, but everyone will come away with a great idea of who Shipt is, and that is what we want from every brand project that Shipt does.”

Five sweepstakes winners will get $2,000 in Shipt credits for their own tailgate spreads.