This year, through a partnership with Madison Square Garden, and their charity, the Garden of Dreams Foundation, we were able to surprise a super fan, Pinny, with a one-of-a-kind New York Rangers jacket, handmade by Kevin Leonel, a Brooklyn-based fashion designer, along with tickets to a Rangers playoff game.
The foundation of which Pinny is a member of helps young people who are facing illness or financial challenges and connects them to experiences that provide lasting joy and can build successful futures. With that, we saw their mission naturally align with our brand purpose: making dreams possible for everyone, everywhere, every day.
In collaboration with our Sports and Entertainment division, our social strategy focused on positioning ourselves as a hero to provide a surprise-and-delight opportunity to Pinny – making his dream possible. There were several internal and external partners and stakeholders to bring this moment to life, and Pinny’s unforgettable day was made even better when the Rangers won in double overtime.
Chase partnered with Madison Square Garden to create an unforgettable experience for a deserving member of the Garden of Dreams Foundation community.
The Garden of Dreams Foundation identified Pinny as the recipient of our surprise—a lifelong Rangers fan who had never been to a playoff game and was currently dealing with serious health issues as he attended college in New York. We saw this as the perfect opportunity to give Pinny tickets to watch his favorite team play a crucial postseason game at Madison Square Garden, and to gift him a one-of-a-kind handmade Rangers jacket by a local fashion designer, Kevin Leonel.
Through this initiative, we wanted to highlight our commitment to community engagement and the positive impact that can be achieved when we come together to support and uplift one another. This video is a testament to the joy and inspiration that can be created through meaningful partnerships and heartfelt surprises.
Video performance results were not our main objective in creating this piece. Our number one priority was to make a lifetime memory for Pinny, the recipient of the surprise. If we could make his night special, then we would deem it a success. Any other positive video engagement or brand visibility was secondary.
For content creation, we wanted the emotions and reactions of Pinny to play out naturally, letting his personality drive the content. To do this, we had Kevin Leonel, the fashion designer who has created jackets for athletes and celebrities, come out to surprise Pinny with the handmade piece he created for him, and to let him know that he would be attending the game with a guest.
Within the financial services industry, our unique challenge is working within a highly regulated environment that can sometimes impede the creative process, due to all the reviews and approvals needed to go live, but we were able to get this idea approved and published all within a week.
For greater impact, we also brought Pinny rinkside to try on his jacket in front of the ice and ask him about his excitement to see the Rangers play live a few hours later. For content amplification, our primary channel strategy focused on Instagram since we felt our audience would best connect through that platform. Our video was not only shared on our social media channels, but also reshared on the Rangers’ social media handles as well, giving more visibility into the charitable and heartwarming moments Chase helps create.
Pinny had an unforgettable night celebrating the Rangers win with his guest while sporting his newly handmade jacket. Though that was our highest priority in terms of success, the video also performed extremely well online.
Through a multi-channel strategy, we leveraged Facebook, Instagram, and LinkedIn, representing our largest audiences (4.61M total followers) to optimize our reach. We also did a collab post with Madison Square Garden and Kevin Leonel to help increase the reach of the story. The New York Rangers liked the video so much that they shared it to their Instagram story to one million followers the night after a double overtime win.
