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Strategy & Campaign Development

 

Strategy & Campaign Development


CONSULTING SERVICES

  • Portfolio Development & Optimization
  • Property Selection & Management
  • Messaging & Communication Strategies
  • Proprietary Property Creation
  • Measurement & ROI Analytics

NEGOTIATION

  • Sports Properties
  • Entertainment Properties
  • Naming Rights/Entitlement
  • Concert Tour/Promoters

SPONSORSHIP ACTIVATION

  • 360° Integrated Planning
  • Campaign Development and Execution
  • Retail Marketing
  • Branded Entertainment
  • Employee Programs

COMPREHENSIVE CREATIVE SERVICES

  • POS & In-Store Materials
  • Collateral Design
  • Event Branding
  • Digital Platforms and Promotions
  • Production & Development

Our Work

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.
      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 50x50 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.