‘March’ing Ants Usher Fans to Final Four

Orkin installed nearly 2,500 oversized ants throughout the Georgia Dome MARTA station to march thousands of basketball fans to this year’s championship games.

ATLANTA — Thousands of basketball fans aren’t the only ones colonizing at the Georgia Dome next weekend. Atlanta-based Orkin is staking its claim in the unofficial marketing blitz surrounding the 2007 men’s college basketball national championship.

The company installed nearly 2,500 oversized ants throughout the Georgia Dome MARTA station to march thousands of basketball fans to this year’s championship games, which are taking place March 31 and April 2. In fact, according to the Atlanta Sports Council, the 2007 Final Four is expected to draw 75,000 out-of-town fans and generate an economic impact of $53 million in Metro Atlanta alone. And Orkin is antsy to generate local buzz.

“Throngs and throngs of people will experience the Orkin ants marching in the Georgia Dome MARTA station over the next week and during the upcoming basketball games,” said Kevin Smith, vice president of marketing for Orkin, Inc. “Elimination, protection, defender – it’s a perfect parallel from the basketball rounds to Orkin's protective services.”

As part of Orkin’s MARTA station takeover, company banners and posters feature timely slogans like, “Spider Sidelined with Eight Shoulder Injuries” and, “Keep the Termites off the Board.” Additionally, a team of three to six Orkin employees will share bug trivia and hand out coupons during the semi-finals and finals.

According to officials at MARTA, the Georgia Dome MARTA station could easily average 30,000 to 40,000 passengers per day during a special event weekend like the Final Four.

The teams coming to Atlanta will be announced after the Sweet Sixteen – being played this weekend across the country.