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Our Work

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  • Strategy & Campaign Development
  • Digital, Social, Mobile
  • Hospitality Management
  • Custom Measurement
  • Experiential
  • United States Olympic Committee
    United States Olympic Committee
  • Toyota
    Toyota
  • NBA – Detroit Pistons
    NBA – Detroit Pistons
  • New Era Cap
    New Era Cap
  • Super Bowl 50
    Super Bowl 50
  • Daytona 500
    Daytona 500
  • Head & Shoulders – Season of the #Whiff
    Head & Shoulders – Season of the #Whiff
  • LifeProof (Unleash the Remarkable)
    LifeProof (Unleash the Remarkable)
  • AT&T/NCAA Final Four Weekend
    AT&T/NCAA Final Four Weekend
  • IBM Tony Awards Watch Party
    IBM Tony Awards Watch Party
  • FedEx/NFL Air & Ground Rookie Challenge
    FedEx/NFL Air & Ground Rookie Challenge
  • Charles Schwab Golf Hospitality
    Charles Schwab Golf Hospitality
  • Hitachi Motorsports  Digital & Social Activation
    Hitachi Motorsports Digital & Social Activation
  • AT&T’s Women In Country Platform
    AT&T’s Women In Country Platform
  • Wells Fargo “Working Together” Virtual Reality Maze
    Wells Fargo “Working Together” Virtual Reality Maze
  • Mars Super Bowl Boulevard Activation
    Mars Super Bowl Boulevard Activation
  • FedEx Solutions Huddle
    FedEx Solutions Huddle
  • AIG “Do the Haka”
    AIG “Do the Haka”
  • Wells Fargo Championship Social Hub
    Wells Fargo Championship Social Hub
  • TOYOTA in NASCAR
    TOYOTA in NASCAR
  • AT&T at the 2015 CMA Music Festival
    AT&T at the 2015 CMA Music Festival
  • Sponsorship & lifestyle marketing partner<br />to iconic brands activating the biggest<br />sports & entertainment properties.
    Sponsorship & lifestyle marketing partner
    to iconic brands activating the biggest
    sports & entertainment properties.
United States Olympic Committee

    Challenge:

    The USOC was in the process of launching a new logo and wanted to demonstrate to their partners that no loss of equity or perceptions would result as a consequence of the switch to the new system.

    Solution:

    SRi developed a custom internet research study focused on diagnosing the current equity of both the current and proposed logos. The study focused on identifying the strengths and weaknesses of each. Furthermore, the study identified how consumers perceived each logo and what personality traits each was communicating.   SRi’s proprietary Amplification tool quantified the added value of the new logos  when incorporated within partner creative and communications. As part of the ongoing custom tracking research being conducted on behalf of the USOC, SRi continues to measure how well the new logo is breaking through and if consumers have effectively made the transition to the new system.

    “This research allowed us to provide our partners with a definitive understanding of the equity and personality of both the new and old logos and the value a switch to the new system would provide. Through our ongoing tracking research with SRi, we (USOC) have been able to validate the performance of the logos in market and demonstrate to partners the added value provided as a result of the switch.” – Lisa Baird, CMO, USOC
    Toyota

      Challenge:

      With a wide variety of assets and properties in its sponsorship portfolio, Toyota challenged SRi to develop a plan for measuring their various partnerships and determining how properties were performing within the portfolio. The plan was also designed to diagnose which activation elements were driving impact, and how engagement with the activation was impacting KPIs (key performance indicators.

      Solution:

      To provide the marketing team with the information they needed, SRi employed an extensive attendee research platform to gain insight into the on-site activation and how engagement impacted brand perceptions and future consideration.  Given the range of events in the portfolio such as music festivals, angler tournaments, motorsports, triathlons, national auto shows and many more, the research plan was designed to provide consistent comparisons among all opportunities.  As a result of this approach, a set of norms was created across the portfolio, allowing Toyota to determine what role and value each property is providing.

       

      “The analytical support provided by SRi gave us insight into consumer attitudes and behaviors we previously found difficult to truly quantify. The data has given us a normative statistical standard by which we can evaluate future sponsorships.” – Keith Dahl, General Manager, Motorsports & Marketing Asset Management, Toyota Motor Sales, USA, Inc.
      NBA – Detroit Pistons

        Challenge:

        Individual NBA Teams were seeking to quantify the amplification effect their marks have on their partner’s brand communications.

        Solution:

        SRi examined the relationship of how the inclusion of sponsorship/ third-party logos change consumer perceptions of a brand, and how such logos can markedly improve the effectiveness of the brand’s existing marketing tactics.  To measure the influence of the marks/logos, SRi developed a proprietary research approach, called Amplification, which identifies the impact across various marketing channels.  While results vary across properties, rightsholders are able to use this data to sell more sponsorships and further justify current sponsorship spend.

        “As a result of SRi’s work with us (Detroit Pistons) we were able to gather vital information regarding the value our marks and logos add to our partner’s marketing tactics.  Data highlighted that Piston’s IP further amplified our partner’s perceived role in the local community as well as increasing the likelihood fans will purchase our partner brands.” – Shelly Bouren, Research Manager, Detroit Pistons
        New Era Cap

          Challenge:

          New Era Cap was seeking to better understand the attitudes and motivations of cap buyers for wearing and/or buying hats.

          Solution:

          SRi designed an awareness and usage study to help New Era Cap understand current and potential customers’ attitudes towards caps/headwear.  This comprehensive study included adults and teens, and segmented consumers based on key demographics, lifestyle interests and passions. Through this research, New Era Cap was able to better understand what motivates different types of consumers to purchase and wear hats, and what distinguished New Era Cap from their competitors.

          “The research conducted by SRi has been used and will continue to be used to guide our marketing strategy, brand positioning, as well as strengthen our relationships with distributors that are critical to our success.” – Chris Passarell, Director of Marketing, New Era Cap
          Super Bowl 50
          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.

            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.

              AT&T/NCAA Final Four Weekend

                Challenge or Insight:

                Each year, Team Epic is challenged to culminate AT&T’s NCAA sponsorship at the Final Four.   What better way to dramatize “Mobilize Your World” than by helping fans to mobilize their Final Four experience through content, apps, events and promotions that made AT&T ubiquitous in Indianapolis?

                Idea:

                Team Epic’s Final Four activation used the iconic event as a tent pole of a season- long integrated college basketball strategy for AT&T. We crafted an immersive brand experience wherever college basketball fans would be in Indianapolis.  AT&T’s Fan Zone at Final Four Fan Fest was a live showcase of AT&T technology and basketball fandom spanning 13,000 square feet.  Nearly 80,000 visitors enjoyed interactive experiences including a Connected Car tailgate environment where an SUV’s AT&T 4G LTE hotspot powered streaming content on TV’s and tablets, a wearable device that used AT&T’s network to deliver jump shot statistics, and Motion Capture technology to video fans’ inventive dunks for social sharing.  Through a strategic partnership with the NABC, the AT&T Fan Zone was the only sponsor activation space where fans could meet (and snap a selfie with) NCAA coaches. All engagements were tailored to showcase how AT&T’s network is constantly improving how people play, watch, and share the sport that they love.

                The epicenter of excitement was not confined to basketball fans.  The AT&T Block Party concert filled White River State Park with 35,000 fans energized by performances from Cold War Kids, Weezer, and Imagine Dragons performances.  AT&T live-streamed the concert, broadcasting the experience to people across the nation.

                AT&T’s presence also included in-game elements, fan engagement at team practices, and entitlement of college basketball’s award ceremony culminating in the presentation of the Naismith Trophy aired on CBS.  Events were tied together via the AT&T Final Four app, where fans could plan their experience using their mobile device.

                Impact:

                The multi-faceted activation generated 500,000 unique brand engagements, 16 million social media impressions, and 40,000 app downloads.  Consumer interactions in the live space increased over the prior year by +23%.

                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.

                  FedEx/NFL Air & Ground Rookie Challenge

                  Challenge or Insight:

                  As a sponsor of the NFLPA Rookie Premiere, FedEx had the opportunity to capture content from some of the top rookies in the 2015 NFL draft class.  With only fifteen minutes per player and significant restrictions regarding endorsement rights, FedEx challenged Team Epic to develop a recommendation for how to leverage this opportunity and put a new spin on the longstanding “Air & Ground” platform while driving engagement with FedEx social channels – primarily YouTube.  Additionally, ideas needed to be executable by Week 1 of the NFL season when fan conversation and relevance of rookie players would be at its highest.

                   Idea:

                  Given time constraints and the realization that most rookies have little experience reciting lines on camera, Team Epic threw out the script by creating a series of short, interactive and light-hearted challenges designed to show off athlete personalities and play to their competitive spirit.  From box balancing to paper airplanes, each improvised activity was themed “Air” or “Ground” with players competing against each other in groups of three.  Host and model Erin Darling served as the ‘referee’ who interacted with the rookies and delivered the requisite business messaging as appropriate.  Recognizing that branded YouTube content performs best in short-form, ‘snackable’ segments, Team Epic oversaw the editing and approval process to create a series of seven (7) one-minute episodes.

                  Impact:

                  Working with FedEx media partners to implement a YouTube ‘True View’ advertising campaign and targeted influencer outreach on Twitter, Team Epic was able to achieve significant visibility for the videos during the early part of the NFL season.  Within two weeks, the episodes garnered over 150,000 views and far outpaced traditional FedEx engagement benchmarks like average view time and completion rate.  In addition to making FedEx a relevant part of the early-season NFL conversation, the videos continue to drive traffic to www.NFL.com/fedex where fans are further exposed to “Air & Ground” platform messaging.

                  Charles Schwab Golf Hospitality

                  Challenge or Insight:

                  In 2014, Charles Schwab wanted to integrate its newly launched branding into its traveling hospitality experience on the PGA TOUR where they entertain their top customers and prospects. Team Epic welcomed the challenge, understanding the importance of delivering to the lifestyle preferences of Schwab’s target audience and in leveraging our institutional knowledge of the PGA TOUR, its tournaments and fans. We understood that the Schwab customer would be highly receptive to business messaging when organically delivered through a creative, interactive experience.

                  Idea:

                  Team Epic’s plan was to establish an objective design language criteria based on research and Schwab’s own business platform that would ground all our various finishes, colors, forms/shapes, textures and lighting.

                  Results:

                  Schwab’s invited guests are immersed in a captivating, colorfully branded environment that delivers golf passion, key investment messaging, interactive digital elements, and personalized hospitality and comfort. Our well-trained hospitality team adds the finishing touch to the first class guest experience, while collecting measureable results, several of which contribute to fine-tuning future Schwab hosting environments.

                  Unveiled at April 2015’s WGC Cadillac Match Play Championship, the Schwab venue quickly became the “must see” hospitality space at PGA TOUR events, where more than 3,000 customers have been entertained since its introduction. Survey results and live feedback from Schwab hosts confirm the value it brings to building deeper customer relationships and incremental business (results proprietary). Team Epic takes pride in having brought an already successful Schwab hospitality program to new heights with compelling brand integration, cutting edge hospitality and meaningful digital engagements.

                  Hitachi Motorsports Digital & Social Activation

                    Challenge or Insight:

                    Team Epic was briefed to elevate the profile and engagement of Hitachi Motorsports and their IndyCar sponsorship of the Team Penske No. 3 Chevrolet. Hitachi, a huge multinational corporation with vast product and service lines wanted to reinforce and strengthen their core equities of the brand including speed, precision, teamwork and most important their fuel injection technology – bringing it all to life through motorsports.

                     Idea:

                    Hitachi had a big, global brand story to tell, Inspire the Next, but hadn’t brought the explicit benefits of how the brand powered IndyCar to the benefit of both partners and prospects.  Hitachi had a natural, endemic story regarding enhancing performance and optimization of the race cars.  And of course the brand had a storied and legendary partner in Roger Penske, the tale of the winning combination was obvious if not widely known. And the fact Hitachi had partnered with three-time Indy 500 winner Helio Castroneves as the driver, a man literally larger than life and the sport of IndyCar. Team Epic helped Hitachi showcase their expertise and fundamental role in motorsports to bring to life their innovation and technology story and link back to the company’s global brand campaign, by developing a digital ecosystem and messaging strategy that focused on better engaging fans by offering them an accessible but deep education experience that immersed them into Hitachi’s place in motorsports. At the center of the effort was a new dedicated Hitachi Motorsports microsite (www.hitachi.us/motorsports), and as sponsorship needs to come alive in feeds as well as owned presences we developed a portfolio of rich social media content, including an interactive hero infographic, track-specific summaries, hero race images and quotes from our hero driver, Helio.  The effort was further supported by paid social media and influencer marketing at a priority race, and ongoing social outreach allowed Hitachi to educate and interact with fans through engaging, sharable motorsports content.

                     Impact:

                    Team Epic helped generate significant content and conversation sharing for our clients.  Our revamped digital approach for the Hitachi Motorsports IndyCar sponsorship elevated and made more compelling the core brand message and benefits, by highlighting Hitachi’s importance to the drivers and the critical technologies inside their Team Penske cars. The interactive infographic was hailed within Hitachi, and the new microsite exceeded Hitachi’s previously set KPIs, receiving over 175,000 visits in a four-month period.

                    AT&T’s Women In Country Platform

                    Challenge or Insight:

                    Recent trends in country music radio play were focusing on male artists, leaving women in Country Music a lack of opportunity and recognition.

                    Idea:

                    Team Epic proposed creating a dedicated “Women In Country” section on Country Deep™, AT&T’s TV, online and mobile platform that we helped launch in 2013 to provide a platform for country fans to discover new music and artists. The “Women In Country” online landing page and TV playlist launched in late 2014, providing an opportunity for the industry and the fan base to see original content and videos they couldn’t get anywhere else. We also aligned influential country music bloggers and the artists to seed the #WomenInCountry movement on the social channels through an ongoing campaign highlighting the new platform, content and artists to country fans.

                    Impact:

                    So far, “Women In Country” has celebrated 8 new artists and dozens of established female artists. Up and coming Artists like Maddie & Tae, Raelynn, and Ashley Monroe have sprung from this platform to launch albums, # 1 radio hits, and go on as support for major concert tours. The newest featured artist is chart-topper Kelsea Ballerini, a CMA Awards “Best New Artist” and “Female Vocalist of the Year” nominee.

                    The #WomenInCountry movement on social, spurred by weekly “#WomenInCountry Weds” posts from the Artists talking about their female inspirations, as well as Twitter chats, and Influencer coverage has spurred organic support from fans, and generated over 68.2M total impressions and counting.

                     

                    Wells Fargo “Working Together” Virtual Reality Maze

                    Challenge or Insight:

                    During the spring of 2015, Wells Fargo launched a new brand campaign, establishing the brand positioning of “Working Together.”  Wells Fargo sought Team Epic’s help in creating opportunities to engage new and existing customers through experiential marketing in a way that is authentic to the bank, but also importantly to align with the new brand campaign.  The challenge is that people don’t want to think about “work” while enjoying an event, even though this was Wells Fargo’s brand statement.

                    Idea:

                    Our mission was to create an environment authentic to Wells Fargo and to illuminate “working together” in an engaging manner.  Understanding that visiting a bank’s experiential footprint may seem potentially boring to those who first see it, we had to ensure that the experience showed up in a fun, energetic manner with some type of “wow” factor built in.  We created a mobile tour, the Together Experience Tour, to feature experiences that support the brand messaging.

                    The highlight of our tour was the Wells Fargo Virtual Reality Maze, establishing Wells Fargo as one of the first brands to use Immersive Computer-Generated Virtual Reality as a way to engage with event attendees.  A team was created between the visiting participant, using an Oculus Rift headset, and a Wells Fargo brand ambassador to provide coaching and support, to navigate through the virtual reality maze to beat the clock, or another team (depending on the size of the event experience).  Wells Fargo was represented via visual cues throughout the maze, giving the participant a sensory learning experience about Wells Fargo throughout their maze journey.

                    Impact:

                    At all events, the Wells Fargo Virtual Reality Maze generated long lines of people wanting to get their first Virtual Reality experience through Wells Fargo.  Over 59 events, 6,992 people have experienced Working Together by taking a turn at the Wells Fargo Virtual Reality Maze.  At the time of this writing, Wells Fargo is conducting a post-event survey through a re-contact effort to measure the impact of the events.

                    Mars Super Bowl Boulevard Activation

                    Challenge or Insight:

                    Mars Chocolate – a Team Epic client since 2005 – and its SNICKERS brand team sought to bring their valuable NFL sponsorship platform – “Game Day Satisfaction” – to life in a relevant, contextual, and fun manner.

                    Idea:

                    Team Epic provided a solution that accomplished major awareness goals through consumer engagement, leveraging the uniquely fun essence of the brand, and strategically employing participatory content that would be spread socially across the networks of each fan we touched.  We started with the ultimate mass consumer venue: Super Bowl Boulevard in Times Square (Super Bowl XLVIII in NYC).

                    The Game Day Satisfaction platform was conveyed by allowing fans to record their own “Super Bowl Ad” for SNICKERS.  Consumers were placed in an authentic “living room” setting as if they were watching the game at a party and, in super-humorous Slow-Motion fashion, we recorded them reacting to an incredible play in the funniest ways imaginable.  Complete with an end-screen logo and “Super Bowl Satisfaction” visuals, this personalized Super Bowl ad was sent to every participant (and through social amplification, to each of their networks).

                    Outside of the in-market activation at Super Bowl Boulevard, Team Epic was able to assist SNICKERS in conveying the Game Day Satisfaction messaging to the masses by bringing the country’s original sports radio station, WFAN, to M&M’s World in Times Square for a live broadcast during Super Bowl week. Multiple sports stars and celebrities stopped by the broadcast throughout the week to be interviewed by high- profile radio personalities such as Boomer and Carton, and radio legend Mike Francesa.

                    Impact:

                    The SNICKERS activation on Super Bowl Boulevard was a massive success and the brand was able to maintain a superior level of visibility in a very crowded, sponsor-heavy, space.  Fan engagement at the footprint reached maximum levels, as the programming exceeded even our lofty expectations.

                    Key Metrics:

                    • 4 days / 40 hours of activation
                    • 5 million consumers attended Super Bowl Boulevard
                    • 8 MM brand impressions over the course of four (4) days
                    • 250,000 individual samples of M&M’s and SNICKERS distributed
                    • Estimated Brand Engagements via Social Media: 300K+

                     

                    FedEx Solutions Huddle

                    Challenge or Insight:

                    FedEx needed dynamic new opportunities to impact key shipping decision makers in priority markets.  Tradeshows play an important role as does VIP hosting, but in today’s crowded environment a more dynamic customer “experience” that took things to an entirely new level was needed.  Something no shipping decision maker would want to miss (especially the elusive SMB target), would make an indelible brand/product impression, and bolster customer/host relationships (leading to increased revenues) for years to come.

                    Idea:

                    In key priority markets, TeamEpic/FedEx literally took over NFL stadiums on non-game days and transformed them into FedEx business building and promotional environments exclusively for FedEx customers (approximately 400 per event). In what became the Super Bowl of local market B2B activation and “edutainment”, shipping decision makers experienced behind the scenes stadium tours, walks on the field, visits to locker-rooms, media centers and owners’ box, and even meeting top players.  While football provided the sizzle, every aspect of the event was designed to promote FedEx and educate customers on products/services.  FedEx branding and messaging dominated the event via videoboards, jumbotrons, closed circuit TV, signage, etc., and FedEx/NFL themed booths were strategically placed throughout the stadium.  And interactive promotions incentivized customers to learn more about the brand, visit booths, and interact with sales hosts.  When all was said and done, FedEx customers experienced football and FedEx in a manner never before imagined.

                    Impact:

                    Over 35,000 guests have been hosted in 29 markets – the majority of which met pre defined criteria (e.g. growth potential, retention OR conversion)The FedEx NFL Solutions Huddles represent the most dynamic local market Business-to-Business hosting/“edutainment” program in the marketplace.  Since 2003…

                    • Significant incremental business was secured (results are confidential)
                    •  Post-event customer surveys (summarized) are extremely favorable
                    •  95% described the event as “Excellent”
                    •  85% learned more about how FedEx can help their business
                    • 95% said the information provided was useful to their businesses
                    AIG “Do the Haka”

                    Challenge or Insight:

                    Team Epic and AIG partnered to deliver one of the most unique sporting events on U.S. soil in years – bringing the winningest team in all of sports, the New Zealand All Blacks, to Chicago’s Soldier Field.  The All Blacks are famous not just for their peerless win record, but also for their pregame war ritual, the Haka, designed to intimidate their foes.

                    Idea:

                    Team Epic and AIG created the #DoTheHaka social media and content marketing campaign to teach Americans the ancient Haka ritual to properly celebrate the All Blacks arrival to the U.S.  Street teams were sent to rugby bars to teach Americans the 16 steps Ka Mate Haka, and a rich series of video content taught the origins of the ritual and importance to All Blacks and Kiwis everywhere.

                    Impact:

                    The campaign resulted in huge social conversation and content sharing – over 20K entries were received in the sweepstakes, nearly 3 million earned impressions were earned, and we got over 1,000 Americans to #DoTheHaka, and we achieved an unprecedented 58% engagement rate with @AIGRugby pioneering social intercept.  In addition, Soldier Field was sold out on match day, filling the 61,500 seat stadium

                    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

                      Looking to 2016, as one of four Founding Partners, Toyota will open its multi-level 400,000SF fan injector at the completely redesigned Daytona International Speedway, taking NASCAR fan engagement to new heights.

                      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

                        Challenge or Insight:

                        AT&T identified country music as a key demographic in priority southeastern markets, resulting in the launch of Country Deep™, a TV, online and mobile platform that allows fans to discover new music and bring fans closer to the artists they love. They came to Team Epic to help launch it in 2013, and we identified CMA Music Festival as the best and biggest place to connect this exciting new product directly with fans.

                        Idea:

                        Team Epic negotiated an ownership position for AT&T U-verse that successfully launched and has grown awareness of Country Deep™ over the past 3 years. We have created immersive experiences and curated content for the platform connecting fans to the artists they love in new and exciting ways. Each year, we manage multiple live performance experiences, capturing performance and shoulder content to feed the 3-screen platform. In 2015, we launched the only festival live stream available to allow fans anywhere to discover 36 new Rising Stars from the AT&T U-verse Showcase Stage. Influencers connected with fans on social platforms providing updates on events at two 50×50 AT&T on-site activation stages. By using CMA Music Festival as a tent pole event, we can bring country music to fans in a highly personalized and engaging manner.

                        Impact:

                        Overall impressions and social engagements have grown each year, as much as 6x higher in 2015! The live stream reached an additional 280k fans, and produced 60 VOD clips that aired exclusively on Country Deep™. Influencers drove over 36.5M impressions & 389 original pieces of social content. Finally, we’ve continually broken benchmarks for AT&T product awareness, consideration and overall opinion of the brand due to the CMA Music Festival experience.

                        Sponsorship & lifestyle marketing partner
                        to iconic brands activating the biggest
                        sports & entertainment properties.