Objective
Maximize brand exposure for the Tampa Bay Lightning during the NHL Playoff run in the 2016 and 2018 postseason.
Strategy
With the Coast Bike Share product as the base and using a combination of out-of-home advertising, digital engagement, and activation events, the campaign maximized brand impressions.
Tactics
The “Peddling to the Playoffs” campaigns, in both 2016 and 2018, were built around an atypical out-of-home advertising medium, bike share bikes across downtown operational areas. The campaign in 2016 was limited to 30 locations in downtown Tampa and, with that success, was expanded to include an additional 30 locations in St. Petersburg in 2018.
An engagement component, including digital channels and activation events, increased visibility. On Coast’s channels, a hashtag highlighted the brand. Additionally, social contests supported the inclusion of the hashtag on all posts featuring the ad. The campaign culminated in many activation events, including branded gear drops and “Rally Rides” featuring hundreds of riders clad in lightning gear, equipped with game day chants touring through high population corridors in both cities downtowns.
Outcome
In total, the two campaigns generated more than ten million impressions across the digital, out-of-home, and activation events.
Responsibilities
- Campaign: Execution (2016) and Oversight (2018)
- Client Negotiation
- Print Management
- Social Media Promotion
- Stakeholder & Partner Organization
- Event Planning (multiple)
