In 2017, Dollar General became the Official Discount Retailer of the Big 12 Conference and the title sponsor of the inaugural Big 12 Championship Tour, which visited each of the ten Big 12 campuses during the 2017 Football season. The tour also stopped at the Big 12 Fan Fest during the Big 12 Football Championship Game in Dallas, TX and the Texas Bowl in Houston, TX. The tour will also make stops at the 2017 Big 12 Basketball Championships and the 2017 Big 12 Baseball Championships.
With the Big 12 bringing back the Big 12 football championship game and having a new trophy, this tour provided a platform for fans to see the trophy for the first time as well as giving Dollar General the opportunity to engage with fans that are also their customers. Not only was the trophy apart of the tour, but Dollar General had a lot of other interactives for fans to enjoy while also providing exposure for many of Dollar Generals vendors.
FishBait Marketing was involved with all aspects of this tour, from the architecture of how it was going to work to the day to day logistics of running and managing an interactive tour.