The Objective
For Jockey, which is locally headquartered in Wisconsin, a partnership with the Milwaukee Bucks was a no-brainer.
We wanted to create well-rounded, omni-channel partnership that included multiple community initiatives and naming a club area in Fiserv Forum, but struggled to find a way to authentically integrate the brand into our gameday digital content.
The first year of the partnership, we did a trigger promotion on Twitter called the "Stay Cool Quarter." Essentially, if the Bucks made all their free-throws in the second quarter of each weekend home game, fans would get 25% off at Jockey. This program didn't get the engagement we were looking for, so we had to look in a new direction.
The Solution
As we were brainstorming with our content team, we started by outlining content we thought fans could benefit from. What information weren't we providing pre-game, post-game, in-game, or post-game fans would find interesting and want to consume?
Eventually we, landed on a pre-game social post that would preview the day's matchup and give interesting stats/facts about the teams leading up to the game. This is how the Jockey Pregame Brief was born.
Instead of just a static info-graphic, I worked with our graphics team to animate a short video to play on Twitter and in our Instagram Stories. This new content flowed perfectly with our lead-in content to games and was information that fans were seeking out elsewhere anyways.
The Results
After only two games running the Pregame Brief had outperformed the entire Stay Cool Quarter promotion from last season (14 games in total). By the end of the season, the Brief was boasting over 2.2 million impressions.