Social Media Case Study

Bell Helicopter Armed Forces Bowl

By

Phone: 972.668.3867 www.atomicdc.com

Project Objectives

• Attract fans and boost interactions with fans, teams, and conferences

• Sell tickets and merchandise• Drive TV traffic • Increase brand awareness for the Bell

Helicopter Armed Forces Bowl• Increase value to existing sponsors and attract

future sponsors• Grow existing sponsorship levels

Campaign Challenges

• 2 Month campaign– Including campaign development, research,

planning, account set-up, sponsorship on-site execution, online social activity, and monitoring

• Limited advertising budget– Print and digital media expense not to exceed

$500– Coordinating sponsorship involvement and

multi-level approval processes

Proposed Solutions

• Sponsor involvement– “Where is the Bell

Helicopter?”– Poster creation– In-Game adventure zone

sponsor promotion

• Interacted with fans before/during the game– Tweet your seat– VIP trivia giveaway– What are you thankful for– Raffle giveaways

• Engage other pages– Military – Veterans Day

and Pear Harbor Remembrance Day

– Connected with Gary Sinise and Lt. Dan Band

• Set up, managed and ran targeted Facebook ad campaigns– Dallas residents, Tulsa

Fans, BYU Fans, and Military

Armed Forces Bowl 2011

“Tweet your Seat” Winners

“Where is the Bell Helicopter?” Sponsor Promotion (SMU and Lexus)Atomic Gameday Raffle

Fan Photo Submission by Ticket Winner Gary Sinise and the Lt. Dan Band

Campaign Highlights

• Grew email database by over 3%– Based on a single

campaign element

• Positive feedback from sponsors– Extremely positive feedback

from sponsors, marketing, and communications officers

– Increased on-site promotions with posters

– Gary Sinise connections• Over 5,800 connections, Avg.

of 450 talking about it.

• Media involvement– Channel 11 interview

• Fan growth– Facebook: Over 28%

increase in fans– Twitter: Over 40% increase

in followers – Reach increased by over

24,000%

• Over 6,000 Military tickets were given out– Compared to last year’s

4,000+ tickets

Key Takeaways

• Plan promotions– Prepare for:

• Promotional requests • Approval processes

– Do your research• Venue restrictions• Space and time

limitations • Budget

• Make a checklist

• Don’t be afraid to ask• Share victories with the

client – Report in real time

• Outline expectations and goals– Qualitative and

quantitative

If you have any questions on this presentation, please feel free to contact us.

If you would like to learn more about the Atomic team and the work we are doing, you can follow the

Atomic Digital Marketing Blog.

Thank You

Atomic Design & Consulting5717 Legacy Dr. Suite 290.

Plano, TX 75024972-668-3867

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