Wells Fargo came to us with the goal to help them educate, excite, and establish the new Active Cash product through a custom program that showcases an active, lively and joyful lifestyle - something that is at the core of a professional athlete’s daily life. While this may seem like a simple goal, we quickly learned that in order to truly give this program the legs needed to truly make the statement it deserves, we would have to rely on the larger Warner Media portfolio to create a successful 360 program.
Throughout the sports calendar in 2021, we decided to drop in on a few of America's favorite athletes (Christen Press, Kiké Hernandez, and Julius Randle) and show off the versatility of Wells Fargo Active Cash throughout Everyday Moments, all the while celebrating Everyday Businesses.
With a combination of IG Stories, long and short form videos, we joined sports' most exciting stars to give our audience an exclusive look into their everyday lives and purchases as they shopped around their local community and supported their favorite small businesses.
Embedded in the near real-time happenings of the "day in the life" of our star athletes, we not only engaged our national audience with a purchase-forward execution that’s both hyper-relatable and interactive, but also spotlighted resilient small businesses that are an active support in each athlete's life. Within each athlete takeover, we created moments that brought to life what 2% unlimited cashback over their lifetime could mean to their community.
After creating this powerful content, Bleacher Report worked with our counterparts at Turner Sports to create :15 custom animated rejoins of this content to air as we returned to live game action from commercial break during the NBA on TNT and MLB on TBS programs. These custom rejoins received contextual placement adjacent to Wells Fargo’s creative and provided high-profile, linear amplification of their B/R custom content program. Additionally, through DirecTV sports, we distributed :15 content cutdowns across addressable DirectTV Sports programming as an additional means of getting this content out to the masses.
We made the campaign for Wells Fargo in promotion of Active Cash worthwhile through our strong partnership with Turner Sports. We were able to leverage our capabilities as a portfolio in creating custom, branded content with world-class athletes on Bleacher Report, and pushed it out through our various owned & operated channels and linear programs that garner a massive audience.
5.9M cross-platform views across 3x episodes
282K cross-platform engagements across 3x episodes
15.7M total impressions across B/R O&O media
74M total reach across campaign
Cross-platform exposure on MLB on TBS and NBA on TNT and DirecTV Sports
