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2021 SHORTLIST

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SUPER BOWL LV HEALTH CARE HEROES

Entrant Company: Bose

FINALIST

Best Engagement for Good

Super Bowl LV Health Care Heroes

ABOUT THIS ENTRY

Bose leveraged the electrifying cultural footprint of the Super Bowl to highlight the hard work of healthcare workers and amplify their at-home Super Bowl viewing experience, and ultimately drive awareness for the brand and their CSR efforts.

How does this represent “Excellence in Engagement”?

During each meet-and-greet, Bose captured compelling content through our partnership with Looped, a new platform that enables fans to video chat live with their favorite actors, musicians, athletes, or influencers. Through Looped’s proprietary technology, talent and fans talk in a one-on-one, realtime direct video call - creating live conversations and real connections, anytime and anywhere in the world, which is in line with Bose’s unifying, innovative and connecting technology and is an inspiration for moving the industry forward.

This was Bose's first CSR initiative in place of their Super Bowl activation footprint, as well as a continuation of Bose’s efforts to support Healthcare Heroes and frontline workers through their Sound Sanctuary, a program that gives back to people and communities through the gift of sound with the hope that these audio products can provide workers with some peace and quiet between shifts, or clearer communication with their staff, or even a little comfort for their patients during their recovery. After distribution of these surprise unboxings, Bose’s NFL player partners called for fans to nominate someone they know who could use a little help when they need it most through the Sound Sanctuary, which Bose ultimately would fulfill behind the scenes.

 

Objective: As an eventful yet rewarding NFL season neared its end, Bose knew this particular Super Bowl – the biggest celebration in sports – needed more reasons than just football to celebrate. After a long and hard year for so many, Bose, a seven-year sideline partner for the NFL, shifted their Super Bowl plans to honor the incredible work of healthcare workers on the frontline throughout the year. With the continued need to keep plans virtual, Bose worked to put together a comprehensive plan that celebrated healthcare heroes while keeping Bose at the heart of each celebration.

Through partnerships with NFL teams in select cities, Bose identified 55 healthcare workers to celebrate Super Bowl 55 and surprise each with the ultimate Bose Super Bowl Viewing kit, gifted to them by NFL superstars. This kit included a Bose TV Speaker to give the ultimate game sound, three gift cards to support the local small-town restaurants in their area and order food for the game, and Super Bowl LV merchandise. To surprise them, each healthcare worker was sent a pair of BoseHeadphones 700 and told there was a call scheduled in the week leading up to Super Bowl.

 

Strategy & Execution: Working with the meet-and-greet platform Looped, Bose arranged for NFL stars Russell Wilson, Baker Mayfield, Joe Burrow, Justin Herbert and Tua Tagovailoa to surprise workers in Seattle, Cleveland, Cincinnati, Los Angeles and Miami, respectively. Each one thanked them for their work on the frontlines this year and asked them to unwrap the gift box they received from Bose the day prior, all while each were wearing their Bose headphones.

 

Results:

After the virtual meet and greets, Bose put together highlight reels for each player to say one more thank you to all of these Healthcare Heroes and the ones they didn’t get to meet. These videos were distributed across each NFL player’s social, the NFL team’s social and Bose social channels throughout Super Bowl weekend. Bose then was able to drive reach for the content through a media buy with CBS Sports. Across all brand and partner social channels, this content had a total reach of 11.7M, 1.76M impressions, 1.67M video views and an outstanding 14.7% total engagement rate. In addition, the Sound Sanctuary submissions drove over 7,000 users to the Bose site, with over 350 personal nominations – a massive increase from the month before. As a whole, the response from the Healthcare Heroes alone as well as the engagement across partner channels was enough to satisfy brand objectives and drive awareness, all while giving back to those who deserve it the most.

PRODUCTION

ArtClass Content, Major League Baseball
 
 

CREDITS 

Senior Communications Manager
NFLPA
 
Brand Manager + Graphic Designer
NFLPA
 
Operations Manager
NFLPA
 
Social Media + Content Manager
NFLPA
 
Project Manager
AthlitaComics
 
Teresa Myers
Communications Coordinator
AthlitaComics
 
Director of Business Development
Pledge It
 
Digital Media Manager
NFLPA
 
Project Coordinator
NFLPA
 

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