The Challenge
Even though Bull Kids Nation has been building the next generation of fans for years, the club was lacking engaging content to capture kids today.
The Background
Bull Kids Nation, the Official Kids Club of the Chicago Bulls and Windy City Bulls, is passionate about the youth it serves and is looking for ways to make their experience the best possible. They came to us to help them build the next generation of loyal fans.
Our “In”
With millennial parents in mind, we saw an opportunity to create engaging content that will capture both today’s parents and their kids. And as superhero themed entertainment has been thriving with both audiences, we saw that this was our way to really capture the next generation of Bull fans.
The Research
To reach the next generation, we had to know them and their families. We found that today’s parents are indeed very engaged with their kids’ lives. Today’s parents, especially dads, are three times more likely to spend time with their kids.
Creative solution: Benny “Charge”
Kids want to be the hero. They want to be strong and have the ability to save the day. For our creative concept, we gave superpowers to the Bulls’ Mascot and empowered Kid Nation members through content, in stadium activations. We also created an original Benny the Bull mini comic, social media content, and on site activations to encourage our young fans to pursue their dreams and goals.
How did we do?
Our project with the Bulls was released Jan 6th 2019. It was a huge success and was a lot of fun transforming Benny into a superhero to promote the Chicago Bulls Kids Club, Kid Nation!
The partnership included a social media taker over and in-stadium limited edition comics and trading cards. Below are our results.
How social were we?
With our content on Facebook, Twitter and Instagram, we garnered almost 1.9 million impressions and nearly 36k of engagement.
Each game that a Bulls Kid Nation member checks in at our Zone they receive a stamp and a prize. When a parent signs their child up for a Bulls Kid Nation membership at our zone they receive a prize for each child they sign up.
Engagement with the fans
Our prizes for the game on January 1st were a Super Benny Comic Book and a Benny the Bulls trading card. On January 1st, we also gave out 200 seat upgrades to families that were sitting in the 300-section as a gift from Bulls Kid Nation. Each child in the family that we upgraded received a goodie bag which included an information sheet on our program and a Super Benny Comic Book. We also handed out a few comic books to kids we saw dressed up in great superhero costumes.
Total Check-ins – 20
Total Registrations – 70
Total Seat Upgrade Goodie Bags – 150
Total Comics Given Out – 275
Total Trading Cards Given Out - 95
Agency: Savv Media