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#HR4HR: HOME RUNS FOR HURRICANE RECOVERY

basics
Industry: Professional & Public services
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
In fall, 2017, a series of hurricanes devastated three areas rich in baseball tradition – Texas, Florida and Puerto Rico. T-Mobile, already on the ground aiding in recovery efforts, saw an opportunity to use its MLB platform during the playoffs to raise money and awareness for long term hurricane recovery efforts. Doing so, in a tone and manner that was respectful of those affected but true to the spirit of fun and competition of the baseball playoffs, was no easy feat. T-Mobile was looking for a truly integrated and own-able, original rallying cry that would propel baseball fans to act and help raise money for Texas, Florida and Puerto Rico.
Strategy
One of T-Mobile’s objectives for their MLB Partnership is to create talked about moments. This means being contextually relevant to the game, but also to broader culture. With many baseball fans and players having ties to the communities affected by hurricanes, we leveraged MLB Postseason as a mass-reach platform to drive awareness and to raise money for Team Rubicon to help support recovery efforts in the areas hit hardest. The campaign focused on reaching casual and avid fans alike, no matter where they consumed the Postseason. Whether it was through live in-game content on TV/streaming or through snackable highlight clips distributed on digital and social platforms. The holistic strategy allowed for real time synergy and donation updates between live homeruns on TV and social actions. When a homerun was hit, broadcast features and breakthrough :06 ads motivated viewers to do their part and tweet #HR4HR to help increase the donation.
Relevancy
Through the power of a single idea, T-Mobile united MLB fans through the home run during the biggest media moment of the year – the MLB Postseason – all for the purpose of raising money and awareness for hurricane recovery. The campaign, titled “Home Runs for Hurricane Recovery” (#HR4HR), featuring unique media integrations on broadcast streaming (:06 ads, features), breakthrough social engagement on Twitter, and digital takeovers encouraged fans to donate to Team Rubicon – a nonprofit allowing veterans to help those affected by disasters. In the end we raised $2.78+ million for hurricane recovery during the Postseason.
Outcome
The MLB Playoffs delivered a record breaking 104 home runs and #HR4HR delivered 9.4+ million social engagements and 776K Tweets from fans, together raising over $2.78 million for hurricane recovery – $1.78 million over the originally stated goal of $1 million. Additionally, T-Mobile successfully placed two of the top four ads from Big 4 wireless carriers in 2017 and the brand significantly benefited from the activation netting 60% campaign awareness among MLB fans and a net sentiment score of 84% in October 2017. • 60% campaign awareness among national MLB fans (+42% YoY) • 87% of #HR4HR were generated during live game broadcasts • 2.01 billion social media impressions • 84% net sentiment score in October 2017 (+24% from September 2017) • Two of the top four ads from Big 4 wireless carriers in 2017 • Extensive earned impressions totaling 244M+ across 3,241 stories
Execution
The Postseason kicked off with T-Mobile’s CEO guaranteeing a minimum donation of $1M: $10,000 for every homerun and $1 for every #HR4HR tweet. During the World Series, the donation amounts doubled. We went beyond just running our :30 spot; in broadcast we drove awareness through in-game integrations via innovative :06 ads that were weaved into gameplay on FOX. We had live #HR4HR in-game features leveraging on-air talent to provide real time donation updates with a call for fans to donate after home runs were hit. Live game viewing was captured across streaming and through our NLDS presenting sponsorship. Twitter was instrumental when combined with broadcast in propelling #HR4HR usage with a promoted trend to kick off the World Series and amplified posts. Influencer support via players, teams and celebrities also drove the message. Pre-roll/display captured interest with fans and branding in retail stores in World Series markets helped drive awareness.
CampaignDescription
There are few things as exciting and energizing in sports as a home run, and home runs were a perfect fit for T-Mobile given their disruptive and game-changing ability. The Un-carrier knew this was their moment to incite fans to act, if they could find a compelling way to connect. #HR4HR – Home Runs for Hurricane Recovery – was a simple premise – T-Mobile would donate $10,000 for every home run hit throughout the playoffs, plus an additional dollar every time fans tweeted the hashtag. We wove our rallying cry #HR4HR into the Postseason in-game action and doubled down on our pledge during the World Series by donating $20,000 for every home run and $2 for every hashtag use. #HR4HR added to the entertainment value of every game, giving fans a reason to participate in a second screen experience throughout the playoffs.
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Cannes Lions International Festival of Creativity 2018
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