Elevating sponsorship to connect with fans.
Challenge: Baseball season is anything but predictable. Just as teams face challenges on the field, so do fans off it. Citizens Bank sought to connect with Phillies fans after COVID-19 in a way that reflected the season's ups and downs, capturing the excitement and unpredictability of baseball.
Insight: Fans crave deeper connections with their teams. By pulling back the curtain, we could showcase the passion, creativity, and hard work that go into every game, allowing fans to feel closer to the action and the players.
Objective: Create a content series that brings fans into the heart of the game, offering exclusive behind-the-scenes access while driving traffic to long-form videos on CitizensBankPark.com.
Execution: We launched "Phillies x Citizens Made Ready," a dynamic video content series that featured:
⚾️ In-Depth Access: Short, engaging videos highlighted various aspects of Phillies life—meet key personnel, experience game-day rituals, and discover the craftsmanship behind the scenes.
⚾️ Multi-Platform Strategy: Leveraging Facebook, Instagram, YouTube pre-roll, and native video ads, we ensured the content reached fans where they were most active, adapting the messaging to fit each platform's unique style.
⚾️ Engagement Focus: By using relatable storytelling and capturing the emotional highs and lows of the season, we encouraged fans to share their own experiences, further strengthening community ties.
Long-form videos allowed for longer storying telling and getting more into each person's journey.
