CAVS SNUGGIE NIGHT by ADCOM COMMUNICATIONS for Mastercard

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CAVS SNUGGIE NIGHT

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Industry Banking
Media Promo & PR, Case study
Market United States
Agency ADCOM COMMUNICATIONS
Art Director Mark Godale
Released March 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: KEYBANK
Product/Service: MASTERCARD GIFT CARD
Agency: ADCOM COMMUNICATIONS
Date of First Appearance: Mar 5 2010 12:00AM
Entrant Company: ADCOM COMMUNICATIONS, Cleveland, USA
Entry URL: http://www.cavs.com/snuggie
Senior Account Executive: Mike Gorman (Adcom Communications)
Account Executive: Molly Matesich (Adcom Communications)
Art Director: Mark Godale (Adcom Communications)
Senior Programme Manager: Kristen Klein (KeyBank)
Regional Marketing Manager: Dave Lowery (KeyBank)
Senior Manager of Partnership Activation: Cari Henegar (Cleveland Cavaliers)
Director of Corporate Sales: Randy Domain (Cleveland Cavaliers)
Director of Marketing: Linda Hotz (Allstar Products Group)
Media placement: Press Releases With Photos - Pre- And Post-Event To AP Newswire, Local And Nat. Traditional/Social Media - 23/02/2010
Media placement: Micro Site - Online Teaser Page Launched On 23.2.10 And The Full Site Went Live On 05.03.10 - 23/02/2010
Media placement: Social Media - Facebook, Twitter, Flickr, YouTube - 23/02/2010
Media placement: Online And TV/Radio On-Air Interviews - AOL News, Local ESPN, NBC And Fox Syndicates And Other Various Local Stations - 05/03/2010
Media placement: Micro Site - Online - 05/03/2010
Media placement: TV Spot - ESPN, Fox Sports Ohio - 05/03/2010
Media placement: Media Advisory - Satellite Uplink Of Event B-Roll Video Footage For All Media Outlets - 05/03/2010
Media placement: Print Ad - 8 Local Print Publications - 06/03/2010

Results and Effectiveness
Pre-game buzz starting a week before the event caused people to pre-sell their Cavs Snuggies on eBay and drove tickets prices for the game to 10 times more than face value. Chatter on social networks such as Twitter, Facebook, MySpace and Flickr before and after Cavs Snuggie Night has been immeasurable. Over 778,889,975 media impressions have been tracked between broadcast, magazine, newspaper and online mediums. Northeastern Ohio KeyBank branches sold out of the Cavs Snuggies in two days, and were able to cross-sell additional products and services. The event itself exceeded all expectations of the Cavs organisation, KeyBank and Snuggie.

Creative Execution
The KeyBank event included cross-branding and planning with mega brands the Cleveland Cavaliers, Snuggie, Flip Video, Guinness World Records and MasterCard, all were part of the creative while keeping the KeyBank brand and message at the forefront. Embracing the fun-nature of the Snuggie, the creative featured Cleveland Cavalier Anderson Varejao wearing the Cavs Snuggie. Over 20 components were developed to support the event including: - 35,000 custom-made Snuggies - Commemorative magnet handout/promo flyer - Microsite with Show Us Your Snuggie sweepstakes - TV and print - Viral Videos - Custom Snuggie boxes - Media tour - Press releases including event videos and photos Every component was developed to be part of a cohesive effort to build interest and response with fans and gain national attention from traditional and social media outlets. Pre-game messaging built excitement and awareness, post-game messaging drove traffic to the branches, microsite and social networks.

Insights, Strategy & the Idea
KeyBank wanted to explore new options for promoting their Key Possibilities MasterCard Gift Card outside the peak selling period during the holidays as well as create a unique and memorable in-game promotion as part of their sponsorship of the NBA team, the Cleveland Cavaliers. KeyBank was able to leverage their sponsorship of the Cavaliers and the success of their sold-out season and best record in the league to reach a highly affluent audience who appreciates the support and success of Cleveland-based, community focused organisations like KeyBank. Key wanted to take the success and media coverage of t-shirt promotions to the next level. Cavs Snuggie Night presented by KeyBank was developed as a Guinness World Record event, giving away over 20,562 custom-made Snuggies to everyone in attendance at a Cavaliers home game, and attaching the Snuggie premium to the purchase of a gift card at local KeyBank branches following the game.