Fill the Arena Influencer Campaign
The Fill the Arena campaign is a shining example of how strategic partnerships and creative direction can drive significant social impact. This campaign, designed to support underprivileged children and their families, leveraged the influence of NHL athletes and country music artists to create a powerful movement. This initiative was not only about raising funds but also about fostering a sense of community and awareness around a critical cause: fighting the global food crisis on both local and global levels.
Project Overview
The Fill the Arena campaign was an innovative and impactful initiative aimed at raising funds and awareness for underprivileged children and their families. Partnering with NHL athletes, specifically the Nashville Predators, and renowned country music artists like Carrie Underwood and Chase Rice, the campaign sought to leverage the influence and reach of these celebrities to drive engagement and donations.
Project Highlights
Fundraising Success
Raised $400,000, positively impacting 8,000 children and their families.
Wide Reach
Reached 50 million Americans, significantly raising awareness of the global food crisis.
Effective Use of Partnerships
Collaborated with NHL athletes and country music stars to enhance campaign visibility.
Developed diverse promotional materials, including in-arena graphics, social media content, and assets for athletes and artists.
Comprehensive Promotion
Key Responsibilities
As the Creative Director, I played a pivotal role in coordinating with cross-functional teams to ensure that every aspect of the campaign was aligned with our strategic goals and overall vision.
Collaboration and Coordination: Worked closely with client services, content and design, and digital teams to create cohesive and compelling campaign materials.
Strategic Planning: Developed and executed a strategic plan to maximize the campaign's reach and impact, ensuring consistency across all materials and platforms.
Material Development: Led the creation of a diverse range of promotional materials and resources, including:
Landing Page: Designed and developed a landing page to capture donations during in-arena promotion nights and channel marketing efforts.
In-Arena Promotions: Created jumbotron and concourse graphics, pop-up banners, and table tents for VIP suites at Nashville Predators hockey matches.
Athlete and Artist Assets: Developed textable invites and informational handouts for athletes and artists to use in recruiting peers to join the campaign.
Social Media Content: Produced content for athletes and artists to post during the campaign and on promotion nights to amplify our message.
The landing page, now converted into a case study, serves as a testament to the campaign's success and a blueprint for future initiatives.
To see the case study website, visit fillthearena.com.