September 5, 2013 | Emily Winsauer

Mistic Sponsors Knoxville's Boomsday

Mistic Boomsday 2013

On Sunday, September 1st, most of us from VIEO Design were in downtown Knoxville for Boomsday 2013, but we weren’t just there to watch the fireworks!

Instead, we were watching the payoff of months of work on behalf of our client Ballantyne Brands, the manufacturer of Mistic Electronic Cigarettes.

Mistic was the “Big Boom” sponsor of Knoxville’s 26th-annual Boomsday, the largest Labor Day fireworks show in the country.

From our tent by the main stage on Neyland Drive, we gave out truckloads of Mistic products and branded giveaways, including t-shirts, water bottles, and koozies.

Along with a squad of “Mistic Girls” and representatives of Ballantyne Brands, we spent the day talking to visitors, giving out products, and playing Vanna White with our Mistic Prize Wheels.

Boomsday Knoxville TN

Because Boomsday routinely draws around 400,000 people, the event was a great opportunity for us to increase Mistic’s brand awareness in the Southeast and introduce thousands of smokers to a non-tobacco alternative.

We carefully designed the booth to quickly draw in adult smokers, introduce them to the product, answer their questions, delight them with prizes and giveaways, and offer them an opportunity to make a purchase before heading back out into the Boomsday crowds. Our lone “Mistic Guy” and bouncer Matthew made sure that everyone in the booth was 18+ and ready to learn more about e-cigs!

At VIEO, we often talk about weaving together digital and traditional marketing, and Boomsday was the perfect example of this strategy. We incorporated Mistic’s twitter account and hashtags into the giveaway t-shirts and the Mistic Girls’ outfits, and we live-tweeted the event throughout the day.

We also incorporated an educational infographic we created for Mistic’s blog and social media by displaying a 6-foot-tall banner of the image in the tent, featuring a head-to-head comparison of Mistic e-cigs and tobacco products.

The sponsorship also gave us the chance to get the word out for Mistic through Boomsday promotion in print, television, radio, web, and social media, as well as Mistic banners placed all over the event location and outreach through our booth and giveaways.

The Mistic Electronic Cigarettes logo was even projected after dark onto the outer wall of Thomson-Boling Arena –great exposure for any business!


We’re always looking for ways to meet our clients’ needs and exceed their expectations in web design, digital marketing, and national print marketing, but we also relish opportunities to find innovative ways to help our clients to reach new customers, build their brands, and strengthen their businesses. Mistic and Boomsday are a match made in heaven – let us use our digital and creative skills to be a marketing matchmaker for your business!

Want to find out what VIEO Design can do for you? Get in touch with us today for a free consultation!

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Emily Winsauer

Emily Winsauer

As VIEO's content director, Emily Winsauer was responsible for content strategy for VIEO and our clients for over 5 years. She recently moved to Seattle where she's still creating compelling content in her new role.

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