CAVS SNUGGIE NIGHT by ADCOM COMMUNICATIONS for Keybank

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CAVS SNUGGIE NIGHT

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Industry Banking, Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency ADCOM COMMUNICATIONS
Art Director Mark Godale
Released March 2010

Credits & Description

Category: Sponsorship or Partnership Campaigns
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 Program 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 National Traditional/social Media - 23 February 2010
Media placement: Micro Site - Online Teaser Page For Initial Launch With Full Site On 5.3.10 - 23 February 2010
Media placement: Media Drops And On-Air Interviews - AOL News, Local ESPN, NBC And Fox Syndicates, And Other Local Outlets - 5 March 2010
Media placement: Custom Snuggie Packaging - Used For Media Drops And Display In Branches Post-Event - 5 March 2010
Media placement: Custom Snuggies - In-Arena On Every Seat (20,562) - 5 March 2010
Media placement: TV Spot - ESPN, Fox Sports Ohio - 5 March 2010
Media placement: Large Snuggie Box - Outside The Arena For Fan Interaction On Game Night - 5 March 2010
Media placement: Commemorative Magnet Handout - Given To Fans As They Left The Event - 5 March 2010
Media placement: Print Ad - 8 Local Print Publications - 6 March 2010
Media placement: Viral Video - Online, Including YouTube And Facebook Promoting Sweepstakes - 6 March 2010

Describe the objective of the promotion.
For their sponsorship of the NBA team, the Cleveland Cavaliers, KeyBank wanted to create a unique and memorable in-game promotion for fans that would strengthen their brand as well as drive traffic to branches. Recognising the success and media coverage of NBA team t-shirt promotions, Key wanted to take it 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 the selected home Cavaliers game. Pre, in, and post-game communications were utilised in support of the event.

Describe how the promotion developed from concept to implementation
The KeyBank event included cross-branding and planning with the Cavs, Snuggie, Flip Video, Guinness World Records, and MasterCard. During the six months of planning, over 20 components were developed to support the event and drive traffic to branches including a micro site, mass media campaign, PR efforts, guerilla marketing tactics, and viral videos. Pre-game messaging built excitement and awareness and post-game messaging drove traffic to the branches, micro site and social networks. Fans not at the game could take advantage of the in-branch offer, which included a free Cavs Snuggie with the purchase of a Key Possibilities MasterCard Gift Card.

Describe the success of the promotion with both client and consumer including some quantifiable results
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.

Explain why the method of promotion was most relevant to the product or service
With KeyBank’s Key Possibilities MasterCard Gift Card in high demand during the holiday season, the Cavs Snuggie promotion, which occurred in March of 2010, provided Key with the opportunity to test the success of the product during a typically low sales, off-season time when attached to a premium (Cavs Snuggie). The highly affluent Cleveland Cavaliers’ fan base is part of Key’s target demographic. After driving these attentive and impressionable fans to their local KeyBank branch with mass media, PR, guerilla and social media executions, Key tellers would be able to sell the cards starting with a minimum value of $25.