There are some things that only happen once in a lifetime. Like a snowflake made of human skydivers. Or your hometown’s team making it to the Superbowl. With the San Francisco 49ers headed for football’s biggest night, Mortar’s media team knew this opportunity was rare. We also knew that Comcast Sportsnet Bay Area – the authority for 49ers coverage – was sending their entire team to broadcast live from New Orleans. Which made it the perfect opportunity for a local brand to reach a captive SF audience…
Cha-ching. We hatched a media plan that was too smart to fail: Make Golden Gate University the sponsor of Comcast Sportsnet Bay Area’s pre- and post-game Superbowl coverage. In the days leading up to and after the ‘bowl, our GGU “Shine” TV spot aired 60 times – not to mention the GGU logo appeared on-screen regularly throughout CSN’s programming, resulting in an estimated 3.5 million total impressions. (Hey, if you’re gonna be exposed to 3,000 ads a day, one of them might as well be a Mortar client.)
But maybe the sugary-sweetest part of the deal was getting to send a representative down to Nawlins. We chose none other than Tasia Neeve, GGU’s Director of Marketing and Communications, who (in a shocking twist!) happily complied. As she hobnobbed with pro-football gods and bead-flauntin’ banshees in the French Quarter, Tasia flooded GGU’s online community with live tweets, posts, and photos of it all. See the photo-diary yourself.
Talk about seizing the day, let alone the nation’s biggest day in advertising. In an industry where it’s immensely crucial to be in the right place at the right time, let us never forget how a powerful media strategy can be your brand’s Jesus Jones.