Leading into the NHL Stadium Series in Nashville, Bleacher Report partnered with Navy Federal Credit Union to identify a Veteran who, since returning from service, has become a staple in the Nashville community through his non-profit (among other things). This was in an effort to support the NFCU mission of serving its local military.
\Together we created "Neighborhood Hero," a social-first campaign spotlighting this incredible Veteran and his dedication to the Nashville community, culminating with a surprise call from the Preds captain and tix to the game. We then featured a clip of the content in-game on TNT, followed by a live look at our Veteran in the crowd receiving a standing ovation.
The strategy we took was to create a social-first series building hype into the NHL Stadium Series by showcasing a local hero in Nashville. Then, create an extension of the content to live in-game on the TNT broadcast, tailed by a live look at our veteran receiving a standing ovation in-stadium.
The content was produced and edited for the B/R social ecosystem, pairing different length cuts to the consumption habits of each platform (i.e. longform segment on FB; shorter, more snackable clips on IG and Twitter).
The Bleacher Report Neighborhood Hero campaign garnered 2.5M social views and 65k engagement - of which we saw a 92% positive sentiment score.
