TribalWorks

As a part of the Weber Ultimate Tailgate Giveaway , Weber will be hosting free tailgating parties at the first four home games of the Chicago Bears. 

Fans will be able to enjoy music, check out the latest tailgating and grilling necessities from Weber, receive autographs from Bears alumni players brought to you by Jewel-Osco, compete in a variety of football skills competitions, receive free samples of great-tasting Eckrich products, check out the latest offers from the Chicago Tribune, get their blood pressure screened in the Novartis Blood Pressure Success Zone and purchase beverages.

All attendees will have the chance to enter to win the “Weber Ultimate Tailgate Giveaway.” One giant prize package will be given away to one lucky fan per event. The package includes but is not limited to: Weber Q Grills, Jewel-Osco Gift Cards, an Eckrich gift card, Chicago Tribune Commemorative Framed Newspaper Covers, a U.S. Cellular Prize Pack, Comcast Tailgating Chairs, a gift card courtesy of the Novartis Blood Pressure Success Zone and XSport Fitness Gift Packs.

I think this promotion is a very good way of strengthening both the BBQ Tribe, which Weber has been successful in tapping, and the Chicago Bear Tribe:

• Tailgating is one of America’s most beloved activities - Weber helps bring friends-family-fans-football together
• Similarly, BBQing connects friends and families

Thus, the Chicago Bears are providing value by delivering an enhanced game-day experience.  In the end, all stakeholders win.

There are opportunities out there for marketers and brand managers from various categories to find the intersection of multiple tribes from two complimentary products/services.  Finding them and building upon existing synergies is a cost effective way to build your tribe.