Novartis takes Digger DTC character on the road
The "Hit the Road Digger!" campaign made its first stop in Philadelphia today.
The bus tour will take place through August and visit a total of 23 cities, making stops at major sporting events including the Preakness Stakes horse racing event, the Indianapolis 500 auto race and various marathons and state fairs.
Board certified podiatrists will be on hand at each stop to help educate people about proper treatment of conditions such as nail fungal infection and to provide free foot health screenings, Novartis said.
Visitors will also receive free educational materials and have the opportunity to have their photo taken with Digger.
"The character of Digger resonates well with consumers. With the Hit the Road Digger tour we are hoping to create a surround sound effect by reaching consumers not only through DTC ads but at events where they are in large groups," said Kate O'Connor a Novartis spokeswoman.