New Content Features Four-Time Super Bowl Champ Rob Gronkowski
To continue building on the momentum of our previous work for Hisense with Dwyane Wade, Blake Griffin, and other NBA Superstars, we partnered with Hisense to extend the “Hisense Upgrade Season” campaign to NFL fans, this time featuring future NFL Hall-of-Famer and lovable goofball Rob Gronkowski (Gronk).
This campaign around the NFL playoffs featured hilarious hero content pieces that launched on Gronk and Hisense’s social media channels designed to engage fans with chances to win Hisense TVs while learning about the benefits of Hisense products in a humorous and entertaining way that only Gronk could deliver.
As Gronk and the Tampa Bay Buccaneers made their deep playoff run, we launched multiple new phases of the campaign to continue driving excitement and engagement around Upgrade Season. Twitter influencer and commentator on all things sports, Josiah Johnson, live tweeted the NFC Championship game for Hisense, sharing his witty observations on the game in real-time and pointing out sorely needed “Upgrades” for players, coaches, and more.
Once Gronk helped his team secure a berth in the Super Bowl, we decided to flip the negative connotation of bandwagon fans on its head, instead celebrating bandwagoners and recruiting a group of influential Gronk supporters that included former Patriots teammate Vince Wilfork and WWE Superstars Mojo Rawley and R Truth to help get fans on Gronk’s Upgrade Season bandwagon. As Gronk further cemented his all-time great status with two touchdowns in the Super Bowl, we engaged fans on Twitter encouraging them to sign over their fandom and hop on Gronk’s bandwagon while there was still time.
Driving purchase consideration was another key objective for Hisense, so we leveraged Gronk’s content to drive a sell-thru campaign intended to funnel consumers to BestBuy.com to take advantage of great deals on Hisense TVs.
Although the campaign remains ongoing, to date it has delivered well over 10 million impressions, more than 2.6 million video views, 1+ million engagements, 63,000+ clicks, and is on track to surpass key performance benchmarks across the board.