Sometimes great ideas do start out on the back of a cocktail napkin, and Boston Magazine’s 2012 Battle of the Burger Event at the Black Falcon Terminal in South Boston is a perfect example!
Stackpole and Partners’ Director of Engagement Strategy, Anne Richardson met with Kristen Standish, Associate Publisher of Boston Magazine back in March 2012 to look at ways to increase awareness for Stackpole’s client, First Trade Union Bank in the Seaport district of Boston. This early conversation led to the agency’s recommendation for First Trade to sponsor the Battle of the Burger at the associate sponsorship level. Amstel Light had come on board as the main event sponsor and the bank shared its associate sponsorship status with Infiniti cars and Xfinity. Six months of intense planning and collaboration followed this decision, linking the Stackpole team, Boston Magazine and First Trade Union Bank’s marketing departments in a race to the finish.
The primary goal was to lift brand awareness of the bank, whose headquarters are located on Harbor Street in the center of the Seaport “Innovation” district of Boston. Partnering with Boston Magazine made sense from a media demographics standpoint because they could deliver the bank’s message to their core audience of young, tech-savvy, Boston-area professionals, people likely to want to bank with the latest virtual tools. Monthly 4-color print ads, logo presence on the Battle of the Burger microsite, a hefty social media calendar and inclusion in all Burger promotional advertising rounded out the initial media negotiation. But the team didn’t stop there.
In weekly scheduled planning calls, the group worked together to create additional opportunities for audience engagement with the bank. Ideas generated during these conference calls took flight as the event approached. A bank-branded lounge space, called, The First Trade Union Bank Spa Oasis Lounge was designed exclusively for the bank, complete with professional spa services from Bliss Spa at the W Hotel, water from Vitamin Water and comfortable rattan style furniture for event attendees to kick back, refresh and relax in between samples of burgers. Enormous palm plants surrounded the exterior of the Oasis Lounge where people enjoyed hand massages, and a chance to register for a Spa Package at Bliss Spa along with information about First Trade Union Bank’s suite of virtual and mobile products and services.
In the weeks leading up to the event, First Trade transit and outdoor media around South Boston and the Seaport was reprinted with the Battle logo to promote First Trade’s sponsorship. This addition of the Battle of the Burger logo to the signage generated an even bigger buzz on the streets of the Seaport district. The Black Falcon Terminal event space offered multiple branding opportunities for the bank, as well. Stackpole created two 12-foot high tower signs, based on First Trade Union Bank’s new retail advertising campaign, to bookend the music stage where the Jackson Wetherbee Band entertained the 800-plus crowd throughout the evening. Social media hyped the bank’s involvement in the burger competition and pre-event email reminders mentioned the Spa Oasis Lounge and First Trade Union Bank’s associate sponsorship. Bank President Mike Butler served as one of the VIP judges of the home-grilling competition early in the night, and the bank utilized their generous allocation of VIP tickets to invite friends and clients of the bank to share in the excitement.
An ATM at the event entrance was branded with First Trade’s logo and transaction screen and a cadre of pedicabs, wrapped with First Trade’s logo, shuttled event attendees from local parking garages and South Station to and from the Black Falcon terminal throughout the night. Event gift bags contained First Trade mint tins and hand sanitizer, a welcome refreshment after so many burgers.
In the days post-event, two HTML emails were sent to those people who gave their name and email address at the Oasis Lounge and agreed to receive bank correspondence. These event leads should generate new account openings at First Trade and help to continue to support the bank’s community partnership efforts.
Stackpole and Partners president, Pete Stackpole and Director of Engagement Strategy, Anne Richardson were pleased to be among the burger event attendees. “Events are a terrific way to heighten engagement for our clients and Boston Magazine’s Battle of the Burger gave people the opportunity to view First Trade in a completely unique setting, with food and music, alongside known national consumer brands. The many layers of touch points leading up to and beyond the night of the event really added up to a successful investment on behalf of the bank.”
All sights are set for a repeat performance in 2013.
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