America First Credit Union

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Play one-on-one with Trey Burke, Utah Jazz

Objective

Maximize community engagement and increase goodwill with America First Credit Union, brand ambassador, Utah Jazz point guard, Trey Burke.

Strategy

We developed a guerrilla style event in a highly trafficked area in Utah where fans could interact with Trey in a friendly three-on-three shoot around. This event would also attract local media and allow for an experience for social media activity and production.

Tactics

We created the concept of a “pop-up” basketball game also known as “Play with Trey” in which we pre-teased the event via PR efforts and social media. Following the game, there was an autograph signing session and a meet and greet to allow for an optimal experience for the fans. To keep the event a surprise for the community, we began to pre-promote the America First “Play with Trey” event on social media only days before the pick-up game. We had parents come out and bring their kids who would take a number and line up. When their number was randomly drawn, they would have the chance to play against Utah Jazz’s Trey Burke. Live coverage included streaming on Twitter’s Periscope, a newer platform at the time, and live-tweeting, posting on Instagram and Facebook.

Results

We garnered more than 145,000 impressions via local media broadcast coverage including segments on KUTV News and KSL Sportsbeat. In addition, for the week of the campaign, engagement on Twitter increased by 141.7% and impressions on Facebook increased by 13.1%.