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“From The Gridiron to the Grill”


???? This promotion garnered a Shorty Awards nomination as a top digital marketing campaign.????
Chicago Bears lineman, Anthony “Spice” Adams” retired with flair. He announced his retirement with a tongue-in-cheek press conference filmed at his local White Castle.
This was like red meat in the water for me. I had to get a hold of Adams as this was something that had some serious opportunity blinking in brilliant neon lights. It was a no-brainer to take a swing at knocking this one out of the park. And that’s just what we did.
An NFL player and an iconic hamburger chain. This had to happen.
video views
Facebook interactions
raised for Autism Speaks

The Challenge

This was EXTREMELY time-sensitive. We caught lightning in a bottle and accordingly, we had to move on this while it was hot. The key was to generate as much buzz as possible for White Castle in a short window of time and bring our audience compelling content while driving substantial numbers for the brand.

We decided that we would support this with an all out assault on Twitter and Facebook along with the creation of a tongue-in-cheek video highlighting Anthony’s first day of “work” at an White Castle Restaurant. In addition, I decided to tie-in support for Autism Speaks and to run a campaign to help raise funds for a deserving cause.

Here’s Anthony’s first day of his new career. 

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How Was It Executed?

Anthony “Spice” Adams was a pro in more ways than one. He fully cooperated with us on everything we needed to make this a success. The publicity behind this campaign would be defined as viral. It gained mentions throughout the sports news world. It was even featured on ESPN. This execution was flawless and in addition to the Shorty Awards nomination, we raised $35,000.00 for Autism Speaks.
Autism Speaks was offered a $1 for every like, share, and comment on each of the social media platforms with a cap at $35,000.00. We achieved that in just a few days!
How big did this thing get? Here is a short list f some of the people and news outlets that participated:
  • Brandon Marshall (WR)
  • Matt Forté (RB)
  • Michael Strahan
  • Jim Rome
  • Spike TV
  • Chicago Sun Times
  • NBC Sports Network
  • Adam Caplan (ESPN NFL/SiriusXM Radio Host)
  • Deadspin
  • USA Today Sports
  • Comcast Sports Network
  • Penn State Football
  • Fox News Insider
  • Bleacher Report
  • SB Nation
  • The Blaze
  • Larry Brown Sports
  • Yahoo Sports

Takeaway Learned?

People love to help causes. We like to tie-in with charities as it really drives engagement and helps bring people together. In a very divided world, food, sports, entertainment, and charitable efforts helps us all give pause to the troubles of the world and have some fun. I love this business because marketing to solely increase revenue is becoming harder and harder.
Help the world and the return is exponential. I have found that out time and again.
earned media impressions
Twitter impressions
Facebook impressions

What Do We Do?

Our team can run a campaign in any market in America. Very simply, we drive massive interaction with current and prospective customers in ANY geographic area. Down the street, or across the country, and we get them engaged with your business. Many businesses that we work with have advertising agencies that make and place their commercials. But those commercials don’t work on Facebook or Instagram. In fact, they serve to actually HURT your brand on those platforms. Our campaigns are also MUCH less expensive than traditional television, radio, or newspaper advertising. We eat them for lunch!

 We Build Promotions And Campaigns That:

  • Can Be Created And Up And Running In As Little As 48 Hours
  • Drive Substantial Brand Awareness
  • Generate Substantial Incremental Revenue
  • All You To Create Viable Custom Audiences For Ongoing Remarketing (you can’t do that with traditional media)
  • Stimulate Immediate Sales

And we do this for a fraction of what you’d pay for a local television, radio, or newspaper campaign.

 Facebook Products Used In This Promotion

  • Geo-Targeted Custom Audiences
  • Conversion Tracking
  • Lookalike Audiences
  • Custom Conversions
  • Video (1250×1250) / (1080×1920)

We're Ready When You Are!

It'll Be Like Nothing You've Ever Seen. We're That Confident!

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