Home Depot Partners with NFL for Local Projects - Event Marketer

Home Depot Partners with NFL for Local Projects

DB_HomeDepot2_2008 Ex
Brand: THE HOME DEPOT
Agency: OCTAGON
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2008

The Home Depot and the NFL partnered to recognize local athletic leadership while simultaneously building excitement among store associates and consumers.

The brand selected 17 players from NFL markets to be judged by a blue ribbon panel made up of retired NFL players and staff and Home Depot execs, which narrowed it down to eight finalists. Consumers then voted online and narrowed it down to one winner, who was announced at a press conference during Super Bowl XLII week. Each of the 17 contestants received a field refurbishment or playground build valued at $50,000; the eight finalists received an additional $2,500 donation to their charity of choice, and the winner received $25,000 for their charity and recognition at the Super Bowl. The Home Depot also honored one of its store associates as the Associate Neighborhood MVP.

The winners of the Consumer and Associate Neighborhood MVPs received an all-expense paid trip to the Super Bowl.

The program had positive results all around. The 17 communities received 13 field refurbishments, three playground builds and one community center. A total of 2,100 Home Depot associates participated and donated 12,750 community service hours to 139,000 children and families. Consumers cast 105,000 votes online for their favorite MVP finalist and the program received 213 million media impressions.

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