ABOUT THIS PROJECT
Social Content | B2B Content | Influencers Box
UPS needed a college football campaign that would speak to the brand’s core small business audience while still connecting with fans. As we began exploring ideas, we discovered that game day transforms sleepy college towns into fanatic football metropolises. Small business owners have to make a lot of big plays to handle the transformation, and UPS was there to help them do it. We brought our campaign to life through an engaging, cross-channel experience featuring a video series, promoted posts, and influencer content.
And to build momentum, we launched a national social contest to find favorite spots in each town to name as official “UPS Football Town Business Landmarks”. By campaign’s end, fans were charged up, hometowns were bursting with pride and — best of all — UPS emerged as a true game day hero.
ADDYs | The American Advertising Awards | 2016
SILVER | Social Media, Multiple Platforms
SILVER | Integrated Advertising Campaign — Regional/National B-to-B