Building Holiday Bowl buzz through social engagement
San Diego County Credit Union, San Diego’s largest locally owned financial institution, partnered with Red Door Interactive to turn its Holiday Bowl title sponsorship into a real-time social media experience.
As title sponsor of the 2018 Holiday Bowl, SDCCU wanted to build awareness and engagement around the event without losing sight of its brand. The campaign needed to appeal to a broad social audience while remaining relevant to current and potential members.
A bowl game creates opportunities far beyond kickoff. By using social listening insights and performance data from past events, we identified ways to extend the experience across pre-game promotion, live coverage, and post-game content.
Fan-First Campaign Strategy
We developed a comprehensive content plan that connected with fans before, during, and after the Holiday Bowl. The campaign combined pre-game promotion, social listening, and on-the-ground coverage of the game, tailgates, and parade. Real-time content drove record engagement for the brand, including a video shared by national anthem performer Haley Reinhart on her own social channels.
Turning game-day energy into record engagement
By extending Holiday Bowl excitement across social channels, the campaign increased awareness and inspired meaningful audience engagement.
Twitter impressions
Facebook reach from December 21 through January 1
Instagram engagements
Let’s build something greater together.
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