What does recycling have to do with an incredible fan experience? A lot, it turns out. REPREVE®, the brand leader in turning plastic bottles into recycled fiber, partnered with InStadium and seven professional sports teams to engage the live sports fan with environmental responsibility messaging and game day promotions. The exciting Repreve Ultimate Sports Fan Experience, a sweepstakes consisting of once-in-a-lifetime VIP experiences with multiple NBA and NHL franchises, was promoted via high-impact InStadium game day media across stadiums from Anaheim to Boston. As part of the sweepstakes, lucky winners received a variety of exciting prizes including on-court/ice passes, VIP tickets, locker room tours, autographed team items, player meet-and-greets, and even a Zamboni® ride in select markets.
Leveraging Stadiums to tell the Brand's Story
The cause was a good one - bringing awareness to what Repreve does and environmental responsibility in general - and InStadium was there to help bring it all to life. Each stadium was immersed in messaging about this cause, showing fans that Repreve makes it easy for them to be a catalyst for positive environmental change. What fans may not have known previously is that high-quality Repreve-based products can be made when fans recycle their water bottles. The company's national Turn It Green tour is making stops at sports stadiums across the country to raise awareness about how fans can help make the earth a healthier place by choosing products made with recycled materials like Repreve. (According to Repreve's parent company, Unifi, Repreve fiber is used by many well-known brands across auto, home and apparel industries, including Ford, The North Face, Volcom, Fossil and Pottery Barn.)
A Memorable Event and Lasting Brand Linkage
Turning it green at InStadium partner stadiums included booming PA announcements, giant video boards and LED ribbons that directed the live audience to enter the sweepstakes via their mobile devices to win the Ultimate Sports Fan Experience. The live environment provided the perfect opportunity to connect with an influential and receptive audience and the engagement metrics were strong: Repreve generated tens of thousands of entries and online page views, allowing for continued conversations.
The national Turn It Green tour has been a great opportunity to connect live sports fans with an environmentally responsible brand that produces materials for top-quality merchandise. Fans were shown ways they can make a positive impact on our environment by simply buying recycled products that use Repreve fabric. The program truly turned stadiums green - and engaged sports fans were well on their way to becoming brand fans. The program's hashtag is still heating up on Twitter with nearly 6,000 tweets to #turnitgreen.
The Ultimate Sports Fan Experience was a unique way for Repreve and InStadium to activate the brand message, and take advantage of live sports assets on game day and an extended social presence for weeks after. The collaboration produced a memorable event and a lasting brand linkage for a valuable audience.
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