Business Challenge As a mid-sized bank, KeyBank competes against both large national banks and small hometown banks that offer similar services and products.
Strategy Leverage paid and owned media to drive earned media by creating “Cavs Snuggie Night” promotion to allow fans to become part of a Guinness World Record experience and position KeyBank as a hometown favorite.
Results A sold-out crowd of more than 20,000 Cleveland Cavaliers fans donned custom-made Cavaliers Snuggies to set the record for the “largest gathering of people wearing fleece blankets” presented by KeyBank at Quicken Loans Arena. Media Coverage has generated over 780 million media impressions to date. The buzz continued as other teams line up to break this record.
Watch the Case Study here.
Watch the Will it Blend promo here.