Case Studies: Contextually Relevant Creative for Events
Each year, companies run advertisements that are relevant to an event going on, such as NCAA March Madness or the playoffs of a professional sports league. Companies that have done had success with this type of advertising are Nissan, Buffalo Wild Wings, Visa, and Jeep.
Nissan was a top sponsor during the 2016 Summer Olympics in Rio. Their ad campaign was called "Bolt vs. Flame," and it featured star sprinter Usain Bolt. Since the Olympics were in Brazil, the ad campaign revolved around Brazilian culture and language. The tagline was "Quem se atreve" or "Who Dares." On social media, #WhoDares was the third best performing hashtag of the Olympics. Overall, Nissan had 2.8 billion impressions on Twitter, 19 billion media impressions globally, and 2.6 million social contact engagements. Nissan provided over 5,000 cars for the committee to use during the games, all of which were given to the city after the Olympics. One study gave the "Bolt vs. Flame" ad an overall score of 9/10. The ad was also rated a 9 in terms of attraction and engagement, and an 8 in retention and impact. In terms of sales for Nissan, their Brazilian market share went up one percent in the first month following the Olympics. For new model Nissan Kicks, there were over 2,000 customer registrations and down payments recorded from the start of the Torch Relay, which began in the months leading up to the Olympics.
Buffalo wild wings
Throughout the 2017 NCAA Tournament, Buffalo Wild Wings ran a campaign called we "We Do It For You." This campaign included commercials "Number 7," "Rally Beard," and "Overtime Time," running on networks that broadcast the tournament. The goal of this campaign was to convince basketball fans that their restaurant was the best place to watch the tournament games. Buffalo Wild Wings also began new March Madness-themed messages on social media sites Instagram, Snapchat, Facebook, and Twitter. After the tournament's opening weekend, Buffalo Wild Wings had 3.3 million impressions and 196,000 social engagements. According to the Social Affinity Index, Buffalo Wild Wings was the second best restaurant for March Madness with a score of 197, trailing only Wendy's, who had a score of 210.
Visa also ran an ad campaign during the Rio Olympics, called "Carpool." The campaign featured Olympic and Paralympic athletes. This group of athletes is called Team Visa, which was expanded to include 46 members for the Rio Games as a celebration of Visa's 30 year Olympic sponsorship. Statistics show that the "Carpool" ad was seen 140.9 million times during the opening week of the Games, making it the most-viewed single ad of the Olympics. There were 17 unique versions of the ad, as each one had a specific market it was geared to based on the athletes featured. On social media, Visa used the slogan #TeamVisa during the Games. Out of 11 official sponsors, Visa made up 1.68% of all hashtag mentions, which was the 5th highest percentage. Visa was a top three brand in terms of number of mentions on American TV and radio, making up 17.72% of all mentions. The same study that rated the Nissan ad above gave the "Carpool" ad a 7/10 in overall score, attraction, retention, engagement, and impact.
Although this ad campaign is now six years old, it is an example of a successful campaign from an auto brand. The campaign was called the "Jeep Arctic Yeti Dig," and it ran during the 2012 Winter X games. The Twitter hashtag used to promote the event was #YetiDig. It was basically a contest that selected seven lucky winners to dig through a patch of snow in hopes of finding a medallion. The one who found the medallion was awarded a 2012 Jeep Wrangler Arctic Edition. Jeep also ran two commercials during the X Games on ESPN and ESPN 2, called "A Little Snow" and "Avalanche." Overall, the dig campaign had great participation, with 215,000 entries into the contest. This number exceeded expectations by 873%. On Facebook, there over 25,000 shares, which exceeded expectations by 693%. The Jeep Facebook page also received 120,000 fans in six weeks.
In conclusion, these four companies found success through gearing ad campaigns toward contextually relevant events that had widespread interest throughout the U.S., and in the case of the Olympics, the world.