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Leveraging The Two Biggest Events of the Year to Drive Brand Engagement and New Audiences
Client
Challenge:
The Super Bowl is the biggest marketing event of the year, but very few brands
actually purchase an in-game spot. The conversation and coverage around the
Super Bowl ads along with the activations and experiences are in the media for
weeks – and we were tasked with getting our client, Priceline, in the news without
having an in-game ad buy.
As rumors swirled about whether Swift would make it from Tokyo to Las Vegas in time to see Travis Kelce play in the Super Bowl, Priceline saw a unique opportunity to insert itself into the travel and culture conversation. They created a travel challenge to resonate with both Swifties and football fans. Priceline partnered with influencer, college sports mental health advocate and Swiftie, Victoria Browne, to shadow Taylor’s trip from Tokyo to Las Vegas – she would create content around the travel adventure and AGEAN was tasked with getting her #ErastoEndZone Challenge press coverage.
AGEAN created a press strategy to insert Priceline, a leading online travel platform, into the two biggest cultural moments of the year: Taylor Swift's The Eras Tour and Super Bowl LVIII.
As rumors swirled about whether Swift would make it from Tokyo to Las Vegas in time to see Travis Kelce play in the Super Bowl, Priceline saw a unique opportunity to insert itself into the travel and culture conversation. They created a travel challenge to resonate with both Swifties and football fans. Priceline partnered with influencer, college sports mental health advocate and Swiftie, Victoria Browne, to shadow Taylor’s trip from Tokyo to Las Vegas – she would create content around the travel adventure and AGEAN was tasked with getting her #ErastoEndZone Challenge press coverage.
AGEAN created a press strategy to insert Priceline, a leading online travel platform, into the two biggest cultural moments of the year: Taylor Swift's The Eras Tour and Super Bowl LVIII.
Campaign:
To amplify Priceline’s “Eras to Endzone” challenge, we focused on a few key
components:
- Cultural Moment Alignment:We needed a way to more directly connect this idea to music and sports so we could get coverage on that vertical press – so we named it the #ErastoEndZone Challenge to include both cultural moments. We also got travel data on the “TOURism” trend so we had a way to add substance to our travel media outreach.
- Pre-Launch Buzz + Media Exclusive: We kicked off with pre-campaign media outreach to generate early buzz, strategically placing Priceline into cultural dialogues about whether Taylor Swift could make it from her Eras Tour in Tokyo to watch Travis Kelce in the Super Bowl. The campaign was put together in less than two weeks' notice, which left little time to pre-pitch and secure exclusives, however we were able to leverage creative angles and offer a first-person travel perspective on the experience to a top media outlet, and offer exclusive photos to another, to further amplify the campaign in earned media.
- Real-Time Media Integration: During the campaign, we kept media outlets engaged by continuously feeding real-time updates. We targeted entertainment, sports, travel, and pop culture publications to maximize cross-industry appeal and coverage.