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KOBE UP CLOSE

 
 

Summary

Combining the fundraising power and high visibility of Sports Spectacular and the Kobe & Vanessa Bryant Family Foundation, our goal was to generate anticipation and excitement, as well as promote positive word of mouth among LA fans, to drive ticket sales and donations to this one-of-a-kind event.

 

Key Elements

 
 
  • Campaign Strategy

  • Social Media

  • Paid Media

  • Event Promotion

 
 
 

Approach

 

In the weeks leading up to the official event announcement, we wanted to create a sense of intrigue and capitalize on Kobe's hyper-engaged fanbase to generate buzz and drive meaningful results for an important cause.

We worked alongside Kobe's team to craft a series of messages that would pique the interest of both die-hard fans and casual observers alike to tune in for the official announcement during the annual Sports Spectacular benefit gala.

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In conjunction with the announcement, we also developed a social pre-sale strategy designed to reward current fans and allow them early access to tickets, while subsequently generating buzz and supporting additional demand at the regular on-sale.

In order to avoid the usual lag that comes between initial on-sale and the event itself, we leveraged opportunities across multiple platforms to maintain momentum. Unique packages posted to both Prizeo and CharityBuzz raised an additional $75k for the cause, and helped continue driving ticket sales, leading to a sellout of the 6,000+ seat Nokia Theater at L.A. Live.

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Kobe’s posts highlighting both the event and surrounding charity experiences generated more than 327k likes, 12.5k comments, and 7.4k shares.

All together, more than 500m media impressions were generated throughout the campaign, creating $4m+ in media value for partners and sponsors and raising more than $700k for the cause.