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WATERLOO, Iowa --- Looking to build business and brand recognition, Kum & Go Convenience Stores is once again kicking off its Go Crew campaign.
As part of the chain's "on-the-street marketing" effort, members of the crew offer outdoor buffs refreshment from the summer sun's heat, from 7 a.m. to 7 p.m. a few of the products being marketed through the free handouts include energy drinks, coupons for Krispy Kreme doughnuts and water.
The Go Crew --- launched over Memorial Day and lasting until mid-August was the culmination of Kum and Go's marketing and advertising teams.
"This year we decided to take the publicity a step further with on-the-street marketing," Courtney Lansink, Kum & Go's team leader for the program, told the Waterloo Cedar-Falls Courier. "This type of publicity has been great for other companies, like Red Bull, and as far as I know we are the only convenience store using this type of advertising."
When it came to drivers, Kum & Go felt college kids fit the bill.
"We wanted to hire college students as employees for two reasons," Lansink told the newspaper. "One, since this is just a promotion for the summer the time frame works well, and two, it gives them experience for their fields of study including marketing, advertising, public relations and business."
Kum & Go created 16 teams throughout the Midwest and the South.