client: Toshiba Laptops
objectives: Reinforce Toshiba’s position as a Southern California based company by participating in the MLB All-Star FanFest held in Anaheim. Tap into affinity towards the hometown Angels. Allow fans to interact and engage with brand and products. Build on social networking and on-line community. Provide a community outreach platform to support philanthropic efforts.
challenges: Not a MLB official partner or current Angels sponsor
summary: We worked with MLB Properties to securre the Hometown Heroes attraction at FanFest, which highlighted the Angels history and players in a variety of ways. While visiting the attraction, fans were able to share their fondest baseball memory on camera which was then posted on twitter. Participating fans received a Toshiba branded FanFest backpack as a thank you. Fans could also learn more about the All-Star festivities and play MLB video games on laptops attached to branded kiosks placed throughout FanFest in addition to the Hometown Heroes attraction. Toshiba also brought twenty children from the Orangewood foster home for a private baseball clinic hosted by former Angel, Tim Salmon.
results: Approximately 120,000 fans attended FanFest where the Toshiba Hometown Heroes attraction was one of the most visible and well visited. Toshiba also received exposure in all promotional media tied to FanFest including TV, print and radio. Over 700 fans participated in the twitvid opportunity, which significantly increased Toshiba’s social networking community. This provided Toshiba with a major pressence with the All-Star festivities held in their back yard along with a connection to the hometown Angels.
objectives: Lead generation, interaction with new vehicles, support national Chevy Youth Baseball initiative and reach Hispanic consumers
challenges: Limited engagement with local dealers and creating a seamless program across multiple media platforms
summary: Working with Chevy’s in-house agency (Jack Morton), we created a multi-faceted campaign including in-stadium branding, ride & drive events, vehicle displays, premium giveaways, on-line, social and grass roots marketing. Chevy utilized a street team to distribute co-branded premium items as incentive to go with vehicle displays on-site at 27 games to generate leads. Fans could also enter a sweepstakes on-line at a dedicated registration page hosted on the Dbacks web-site, which featured a sponsor opt-in for data capture. Chevy became the presenting sponsor of Lil Dbacks Days where over 30,000 Little Leaguers enjoyed games at Chase Field and also participated in the Dbacks Baseball Academy along with Hispanic Heritage Day as a co-sponsor. In addition, Chevy hosted 2 private youth clinics on behalf of the local dealers.
results: Chevy received over 10,000 leads, which resulted in the sale of over 60 vehicles. Because of this success, they committed to two additional years with the Dbacks.
client: Chevy/LA Galaxy
objectives: Reach Hispanic consumers, generate leads, support Chevy Youth Soccer initiative and develop grass roots platform
challenges: New to soccer, competing auto sponsor of stadium and MLS
summary: Chevy became the presenting sponsor of the LA Galaxy Street Team under the moniker “Driven by Chevrolet”. The street team attended over 300 events reaching over 1 million fans throughout the year while utilizing specially wrapped Chevy vehicles as an integrated part of their activity. Chevy also utilized vehicle displays on-site at Home Depot Center throughout the season and offered branded premium items as incentive to generate leads. As a Galaxy partner, Chevy received a significant presence at the COPA LA tournament with vehicle displays and brand exposure to over 10,000 participants. To support Chevy Youth Soccer, two private clinics were held at HDC where 400 kids and their families participated. Chevy received traditional, digital and social media to support their overall activation.
results: Chevy received thousands of new leads and established a significant presence in the community tied to the Galaxy. This strong foundation led to renewing the partnership for 2012.
client: ampm (regional convenience store chain)
objectives: Activate team sponsorships, drive consumer participation, build a digital database, develop a mobile execution and build brand awareness in new markets
challenges: Create a national feel for a regional brand across multiple platforms utilizing a variety of assets
summary: The first step involved securing team deals in key markets including in-stadium branding, logo and promotional rights along with support media. The next step involved collaborating with ampm’s agencies to develop a retail promotion which could be customized locally for each team/market. The same principles applied to creating an on-line activation plan with an overarching theme, which could be customized for each team. The final piece included a mobile component to help reach a key target demo and a new form of communication with the consumer.
results: ampm received over 126,000 entries for the Ballpark Big Shot sweepstakes with close to 6,000 text entries. They also received approximately 44,000 opt-ins to add to their database for future marketing efforts.