LifeProof (Unleash the Remarkable)
Challenge or Insight:When LifeProof recently launched its new brand “Unleash the Remarkable” brand positioning, Team Epic was excited about the new direction and felt there was a huge opportunity to amplify the brand in a bigger way through a strategic approach to sponsorship. By aligning LifeProof with specific properties and athletes that fit this aspirational messaging, Team Epic identified creative ways to help enhance LifeProof’s efforts in becoming the premier phone case brand in the active lifestyle segment.
Idea:In an effort to build authentic, memorable engagements with athletes and fans who are “unleashing their remarkable”, Team Epic worked with LifeProof to secure sponsorships with CrossFit, IronMan, XTERRA and the U.S. Open of Surfing. We didn’t stop there, and looked to extend our on-site presence at these events through athletes that live and breathe the LifeProof brand. Margaux Alvarez and Andy Potts, both bold, unapologetic, spirited and adventurous, added another dimension by sharing their remarkable achievements through the “Inner Voice” and “Man and the Machine” content series.
Impact:Through new sponsorships, brand recognition increased 10% from 2014 and nearly 25% of attendees at the 2015 CrossFit Games protected their phone with a LifeProof case. By aligning the brand with aspirational properties and athletes, LifeProof is encouraging consumers to unleash their remarkable in every aspect of their life while positioning itself to be the top brand within its target demographic.
IBM Tony Awards Watch Party
Challenge or Insight:Utilizing proprietary social listening techniques, Team Epic identified two key insights about theatre aficionados: 1) there is a strong desire to share their Tony Awards viewing experience with others, and 2) to do so within either a physical and digital community where they could all come together under one umbrella. From these insights, #WatchPartyIBM was born. Team Epic acted as the driving force behind IBM, The Broadway League, and other partners to create the first ever official Tony Awards watch party.
Idea:The event consisted of a VIP experience for 29 key social influencers (and their guests), hand selected from the online intersection of theatre and technology. We fulfilled their desire to come together to enjoy the show, and hosted the event from a gorgeous NYC penthouse with incredible views overlooking New York City. We further supported their digital influence by inviting them to share their experience with their vast social communities utilizing the event hashtag. As part of the evening’s offering, Team Epic delivered unique activations to enhance the experience and encourage social content sharing including: a 360 ̊ “selfie” video utilizing the OrcaVue system, a digital caricature artist bringing guests to life within their favorite Playbill, a photo opportunity with an actual Tony Award, interactive Tony themed games and contests awarding signed Broadway memorabilia. Also included was premium, tech inspired food and delicious signature drinks. Following the live broadcast, as the punctuation to the VIP experience, guests were transported to the Tony Awards Gala at the Plaza Hotel to rub shoulders with the stars.
Impact:The results surpassed expectations; the event generated 850 total conversations from over 500 unique users equating to nearly 27 million potential impressions. Seven influencers were also interviewed for IBM’s Game Changers video content series which will allow for the conversation to continue online, expanding the life of the event beyond the four hour broadcast window.
Sponsorship & lifestyle marketing partner
to iconic brands activating the biggest
sports & entertainment properties.
to iconic brands activating the biggest
sports & entertainment properties.
Head & Shoulders – Season of the #Whiff
Challenge or Insight:In the past, consumers perceived Head & Shoulders as a medicinal shampoo with an unpleasant scent. Using Head & Shoulders’ partnership with Major League Baseball (MLB), the goal was to shift consumer perception and establish Head & Shoulders as a handsome scented, multi-benefit men’s hair care option for everyday use.
Idea:Head & Shoulders’ fundamental goal was the creation and implementation of an MLB season-long program that drove awareness, consumer engagement and trial of Head & Shoulders with the Handsome Scent of Old Spice. Our solution was Head & Shoulders Season of the #Whiff – a Twitter based program encouraging fans to tweet #Whiff with their favorite MLB club's Twitter handle to earn monthly donations for their local community's youth baseball program. This strategy allowed Head & Shoulders to extend its League sponsorship down to the individual team level without having to secure individual team partnerships, which ultimately added significant scale to the program. We also sought to leverage Major League Baseball digital and social channels to grow Head & Shoulders Twitter following from 2,000 to 50,000 + followers.
Impact:To date, Head & Shoulders has added over 50,000 followers to the H&S Twitter account and generated nearly 8 billion media impressions since the start of the program in 2013. When compared to the amount of strikeouts during the season, at its peak, #Whiff was tweeted an average of 73 times each time a strikeout occurred during a Major League Baseball game. As a result, MLB’s premier youth initiative, and primary Season of the #Whiff recipient, Reviving Baseball in Inner Cities (RBI) has benefited greatly from #Whiff generated donations. The program’s overwhelming engagement has delivered – over 662,000 unique contributors, 4.3 million mentions and over $500,000 donated to RBI… and counting.
Wells Fargo Championship Social Hub
Challenge or Insight:Wells Fargo, a Team Epic client since 2013, wanted to extend their title sponsorship of the Wells Fargo Championship beyond Charlotte and Quail Hollow Golf Club. With the client, we set a goal to become the most “socially active tournament on the PGA TOUR”, and drive conversation and engagement using the #WellsFargoChamp hashtag. By putting the power of amplification in the hands of the fans, while providing them with high quality content built to be shared, we could achieve this goal.
Idea:Team Epic worked collaboratively with the PGA TOUR to construct the first-ever state of the art social media center in the Green Mile Village at Quail Hollow, giving fans the opportunity to follow along with the action and interact with the Wells Fargo Championship. The social media center featured a vibrant 8-screen visualization of all the social media activity surrounding the tournament, a self-serve photo station with instant sharing capabilities, a public Wi-Fi network, eight (8) iPad stations for fan use, live PGA TOUR player interviews, and even a lounge to take a break between holes and watch the tournament from a comfortable seat. The social media center was truly a featured location on the course, and an immersive experience.
Impact:The strategic approach integrated experiential, real-time content, and social engagement, and drove incredible success in bringing the fan experience to life across the social landscape. Wells Fargo’s reach extended well beyond the 5,000 people that visited the social media center throughout the tournament. The #WellsFargoChamp hashtag was abuzz all week, and generated over 300 million social impressions; far beyond anything generated in the past.
TOYOTA in NASCAR
Challenge or Insight:In 2007, with limited marketing and activation options due to competitor exclusivity and facing a fan base fiercely loyal to domestic manufacturers, Toyota tapped Team Epic to help navigate its entry into NASCAR’s top series. From that point on Team Epic has worked side by side with Toyota, creating a strategic and sustainable marketing platform focused on creating innovative consumer programs and partnerships that amplify the brand via relevant and memorable engagement.
Ideas:Over the past 10 years, this strategy has led Toyota and Team Epic to a number of groundbreaking and “industry-first” accomplishments within the sport, including:
- The first manufacturer to pace an entire NASCAR Sprint Cup race with both a hybrid (Camry) AND a zero emissions vehicle (Mirai)
- Progressive track partnerships providing Toyota unparalleled access to fans across the US
- Toyota Owners Hospitality – debuting in 2008, a complimentary hospitality experience just for owners that has hosted over 75,000 owners to date
- The NASCAR Sprint Cup Series Toyota Owners 400 – created in 2013, the first major event entitlement of its kind, solely focused on celebrating owners
Impact:Toyota is no longer an outsider in what still is a very domestic sport – they lead from the front. Fan consideration for Toyota is now commensurate to domestic manufacturers and the motorsports program permeates into every facet of Toyota’s US operations.
AT&T at the 2015 CMA Music Festival