SDCCU Holiday Bowl: An Exercise in Awareness & Engagement
Challenge
SDCCU is the title sponsor of the Holiday Bowl. Since taking on the role of sponsor, SDCCU has aimed at increasing their online and offline presence before, during, and after the game. To do this, they recruited Red Door Interactive to ideate, create, and promote strategic and topical content at key points during the campaign. SDCCU had an opportunity to actively promote their brand as the title sponsor of the Holiday Bowl. Using social media as the primary driver of content, they needed to not only increase awareness in an authentic and organic manner, but also attract and retain new fans of the brand, while not alienating current fans.
Solution
Non-branded pre-game content activations, in-depth day-of-event coverage, and post-game initiatives to develop an “experience” versus “event,” were supported by social listening to uncover topical content ideas and messaging, use of multiple content mediums for maximum reach and engagement, and the utilization of robust content marketing efforts to boost brand awareness
Results
The 2018 Holiday Bowl became the most successful event ever for SDCCU, breaking records for engagement (views, shares, visits, likes, etc.) across the board, resulting in new engagements between SDCCU and Red Door Interactive.
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