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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Lambeau Leap Day

Finalist in Contest or Promotion

Objective

During a time when the NFL news cycle is typically quiet, Bose saw the perfect opportunity to capitalize on Leap Day, a once in every four-year occurrence, to make some noise. In partnership with the Green Bay Packers, Bose leveraged the uniqueness of Leap Day and the synergy of the famed Lambeau Field touchdown celebration to give fans a once-in-a-lifetime opportunity. Bose’s mission is to allow consumers to reach their fullest human potential through their products and when given an extra day, the brand wanted to give these lucky consumers an opportunity to be able to take full advantage of it.

Strategy

The Lambeau Leap, a tradition in Green Bay where Packers jump into the end zone stands after scoring a touchdown, is a beloved tradition of Packer fans everywhere. To celebrate this ‘leaping’ tradition, Bose leveraged their long-standing partnership with Packers QB Aaron Rodgers to offer fans a once in a lifetime experience—the chance to do their own Lambeau Leap on Leap Day itself. On behalf of Bose and the Green Bay Packers, Rodgers announced a sweepstakes on his Twitter for fans to respond with their favorite “Lambeau Leap” memory. The best responses were picked from 29 lucky fans for the chance to attempt their own leap at Lambeau Field on February 29th.

Results

Winners were welcomed to a private sideline experience at Lambeau Field, with prize packages from Bose and a surprise appearance from LeRoy Butler, the creator of the Lambeau Leap. To add to the excitement of the day, Bose helped orchestrate a wedding proposal with the lucky leaper families there to witness it all on this unique holiday occasion. The buzz on social was widespread with over 10 million organic impressions, 114K social engagements and an unforgettable day for 29 lucky Lambeau Leapers, courtesy of Bose. Along with social impressions, Lambeau Leap day coverage performed across various county news outlets in Wisconsin, accounting for 23 broadcast news headlines. The total sum of audience reached amassed 70 million viewers—all of which came in a time when no other NFL sponsor was activating, creating a true-blue ocean opportunity for Bose.

Media

Produced by

Bose Corporation

Links

Entry Credits

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