Monday, June 15, 2015
We don’t mean to brag, but Source’s “Walk Off A Winner” promotion with Buffalo Wild Wings was basically a 21st century advertising agency’s dream.
In a 6-week campaign that perfectly married in-store and digital advertising along with our New York Yankees partnership, we were able to drive repeat visits and leverage our sports fans in a fresh way.
Our promo first engaged with customers at the most basic level—on the restaurant table. Source created 48,000 mini Yankees jerseys that let players activate the game via a scannable QR code. Instant winners scored Buffalo Wild Wings food offers and Yankees game tickets. And just for playing, each customer was automatically entered into the Grand Prize drawing with the chance to win VIP Yankees experiences including Batting Practice viewings and Suite tickets for select games.
Source even made sure that we built in some added value to really get the crowd going. For Buffalo Wild Wings, that meant that customers had to spend at least $15 at a BWW restaurant before completing the scratch-off game.
The promotion generated over 100,000 plays, with 20,000 of those being repeat visits. Talk about a home run!
Friday, May 22, 2015
In an effort to increase customer counts in the SUBWAY New York market, our sandwich masterminds got to work serving up delicious advertising campaigns for 2 of SUBWAY restaurants’ recent promotions—the “$6 ANY FOOTLONG” and “BUY 2 FOOTLONGS, GET 1 FREE AFTER 4PM” sandwich deals.
The “$6 ANY” promotion, which featured the $6 price point for all FOOTLONG subs on the SUBWAY menu exclusively for the month of April, generated positive sales, traffic and profitability results. Our team created TV commercials and radio spots that ran in both English and Spanish, as well as in-store signage and geo-targeted digital ads that helped us spread the word across multiple touch-points.
And for a promo that was cooked up right from the minds of the sandwich lovers here at Source, the “BUY 2 FOOTLONGS, GET 1 FREE AFTER 4PM” deal worked to drive customers in store during the PM day-part. This time, we employed general market and traffic radio (both English and Spanish), in-store POP, and geo-targeted digital ads to communicate this campaign market-wide. Restaurants in the New York market experienced an impressive increase in store visits, as well as a positive response from customers who felt they were getting a great deal for their money.
Like many of the Source-executed promotion plans, these showcase more than just a great deal. They display how our multi-layered, traffic-driving ideas use integrated marketing solutions to achieve success and continue to produce outstanding results for our clients.
Monday, December 8, 2014
In the height of the digital age, sports fans are consuming social media more frequently than ever. Source has taken advantage of this intersection of sports and social media to provide our clients with engaging and unique promotional opportunities.
In New York, we worked on joining wings lovers and Yankees fans with our Buffalo Wild Wings instant-win scratch-off card promotion. For 6 weeks throughout the summer, customers who visited participating NY B-Dubs locations received scratch-off cards with the chance to win prizes like food offers and Yankee game tickets. The Yankees supported this with a social campaign on both Twitter and Facebook, posting content that garnered over 35k likes and close to 3 million impressions. This one-of-a-kind campaign helped give away over 18,000 Yankees tickets, boost restaurant sales, encourage repeat visits and enhance the association between a growing franchise and an established fan base.
To help promote SUBWAY restaurants’ new line of bacon subs, we dreamed up what we dubbed the #BaconForABuckeye Sweepstakes. Customers who headed to participating SUBWAY restaurants, added bacon to their orders and tweeted about it with the hashtag #BaconForABuckeyeSweeps would then be eligible for a chance to win Ohio State football tickets. Our original hashtag was used more than 200 times in a 4-week period and the promotion allowed SUBWAY to engage with a younger demographic both in-store and online.
So since our campaigns have made lasting impressions both on social sites and in the minds of sports fans, you can bet we’re already cooking up the next big #smashhit.
Friday, November 14, 2014
To generate excitement around the Amtrak/Barclays Center partnership, Source recently developed custom installations for the Barclays Center concourse.
As part of the installation, we transformed one wall into an 18-foot Acela train mural surrounded by iconic Brooklyn imagery. The artwork, created by Brooklyn-based street artist Misha Tyutyunik, brings beauty and an “urban cool” vibe to the space.
Source also helped to create two photo-taking kiosks for the arena concourse. Designed with user experience and customization in mind, the interactive stations are a creative way for fans to commemorate their visits and showcase their individual styles. Photos can then be shared on Facebook and Twitter with the hashtag #acelastyle, expanding the partnership’s reach far beyond the walls of the Barclays Center.
As both activation efforts have elevated Amtrak’s promotional positioning, they’re bound to get more people riding on Amtrak, too.
Friday, June 20, 2014
Recently, Source Communications gained some serious press with SportsBusiness Journal’s announcement of the agency’s new client—Modell’s Sporting Goods.
Modell’s will be celebrating its 125th anniversary this year and is looking to expand its already impressive portfolio of teams and athletes. For Source, that means dreaming up innovative experiential ad campaigns and utilizing our sports marketing know-how to build the brand.
Gaining Modell’s business is a huge feat, since this will mark the first time Modell’s has hired an outside ad agency for its marketing efforts.
Mitch Modell, the company’s CEO, says Source’s sports-centric marketing plans and longtime client relationships will lend themselves well to the new partnership. He adds, “Larry Rothstein and I really clicked and we liked their branding work and their activation plans.”
To kick off the partnership, Source created a new brand positioning statement for Modell’s, featuring an original tagline—“Your Neighborhood Sporting Goods Store.” To help celebrate Modell’s 125th Anniversary, Source also custom-created an anniversary logo that will launch in late August and will be included on marketing, advertising, and branding materials.
Source plans to apply their co-op marketing expertise and award-winning creative concepts to the brand and increase sales, exposure, and brand loyalty.
Friday, April 25, 2014
On April 23, Chicago’s Wrigley Field celebrated its 100th year in baseball history. And Source was honored to help ring in, quite literally, the birthday party of the century.
Source helped Amtrak create custom-designed wallscapes in both the Wrigley Field concourse and at Chicago’s historic Union Station, paying homage to those famous ivy-covered outfield walls. The design featured 5 “Did you know?” facts, highlighting facts about the Cubs and the role train travel played in baseball history since the early days of Major League Baseball.
Source congratulates Amtrak and the Chicago Cubs partnership on this historic milestone, remembering 100 years at “the Friendly Confines” of Wrigley Field.
Wednesday, April 16, 2014
Once the parking lots cleared, the confetti fell and the trophy was raised, we
quickly started missing all the Super Bowl magic around the agency. And after 24 months of intense design, logistics and event planning, the anticipation, the awe and the excitement of SUPER BOWL XLVIII had come and gone.
But amidst all the build up to history’s first ever two-state, two-team hosted Super Bowl (that literally took place in our backyard at MetLife Stadium), we were able to make some historical agency achievements. So to commemorate Super Bowl XLVIII, here are some of our Source most memorable moments as the lead agency partner of the NY/NJ Super Bowl Host Committee:
Creating the NY/NJ Super Bowl Host Committee Logo
Almost as popular as the official Super Bowl logo, this iconic design captured the spirit and excitement of the first cold weather Super Bowl.
Putting Together The New York Times Super Bowl Print Ad Series
This unforgettable campaign started from 720 days out with two states, the George Washington Bridge, and 100 yards of excitement.
Unveiling the 500-Day Super Countdown Marquee in Times Square
We went big for the big game in the most famous place in New York City.
Ringing in the 100-Day Countdown at the New York Stock Exchange
Before it went out with a bang, it came in with a brrrrring when we helped the Host Committee ring the opening bell marking 100 days to go at the world famous NYSE.
Making a TV Spot So Historic, It Took One Huge Screen to Host It
We hired the Statue of Liberty and got her one big pair of shoulder pads to star in a sponsor-thanking spot that put the turf on the whole length of the George Washington Bridge.
Partnering with the MTA and the Port Authority to Make 1.5M Z-Cards
Our top designers got on board with the Metro Transit Authority to bring fans the ultimate pocket guide map to all things Super Bowl.
Fabricating the Social Media Communications Hub for the Big Game
We decked out this Super Bowl press lounge and social media command center with swanky wall-high graphics, storefront branding and a super helping of style.
And Lastly—The Super Week of After-Hour Parties Leading Up to the Big Game
After all that hard work, we joined in on all the fun at the Liberty State Park Super Bowl Concert Kickoff Spectacular with the Goo Goo Dolls and cheer’d it up at one grand Super Bowl Thank You Party at New York’s exclusive Gotham Hall.
Wednesday, April 16, 2014
Source President Larry Rothstein appears with Alix Steel on Bloomberg TV to lend some of his insight
With every college basketball junkie chained to his TV set during NCAA March Madness, it’s no wonder sports marketing execs have mastered the art of cashing in on sport’s most popular month.
But in today’s advertising world, where “watching” has expanded past television to the second screen and “connecting” isn’t thumbing through the latest Twitter feed, marketers are betting on more than just their brackets.
As an ad agency that specializes in sports marketing, Source has a unique point of view on achieving a positive ROI during game time. So to tip off tournament coverage this year, Bloomberg Television and Alix Steel of Bottom Line invited Source President Larry Rothstein to discuss current marketing tactics. During the program, Rothstein broke down typical NCAA ad price tags—$1 million for a 30 second spot—and the ad sectors that are willing to chalk up the dough. Rothstein also explained the rise of multi-screen marketing campaigns and the impact that the digital connection has on the tournament experience. (Hint, hint: you’re not fooling anyone with that Boss Button).
Rothstein’s Bloomberg TV interview generated huge media buzz, building a following and generating retweets that continue to reinforce Source’s place as the go-to agency for sports sponsorships and seamless media integration. So maybe you didn’t fill out the perfect bracket this year, but with Source’s thought leadership, you can always make it to the Final Four.
Watch the full interview here: http://buswk.co/1piYZwL
Thursday, January 16, 2014
As we near the two-week mark until Super Bowl XLVIII, the Source team has been anxiously awaiting the arrival of football’s first-ever outdoor cold weather game, quite possibly even more than the 8 remaining teams themselves.
The postseason is well underway and we’re seeing a rush of excitement around the office. To keep our team on top of their respective games, we’ve hired an internal team of sweat-wicking towel handlers and Gatorade-toting waterboys to go along with the big kickoff countdown (Not really, but that would be nice).
From acute details like donning hotel concierges with SB collar pins to huge happenings like decorating the subways and airports, we’ve been running the whole brand gamut for the first ever two-state, two-team hosted Super Bowl, and we’re buzzing every step of the way. Our Source team has worked closely with
the NY/NJ Super Bowl Host Committee and the NFL for the last 24 months to make this historic event a sure success.
So keep an eye out for some of the Super creations we’ve been decking the region out with, and stick around this February for one monumental metropolitan showdown that no gridiron junkie will ever want to miss. No one puts the biggest game on the biggest stage like New York and New Jersey.
Monday, October 21, 2013
When potential clients come to us and say, “Source, we need a plan,” we usually reply something along the lines of “great! Let’s get started.”
But when a potential client comes to us and says, “Source, Brand USA needs your help to evaluate, create, implement and measure a cross-platform activation for our 2013 brand sponsorship with the World Baseball Classic, and you have two months to do it,” we say “you had me at US.”
And so our global endeavor began, and we were off to Japan with our official USA spokesman, Bobby Valentine. Amid ballpark tours from Puerto Rico to Taiwan to San Fran and Miami, we worked across 14 time zones to create custom stadium signage, a mobile interactive video/photo booth, and a Q&A USA trivia segment that played on the stadium big screen during the seventh inning stretch and was hosted by the charismatic Bobby V. Within only 8 weeks’ time, we harnessed the Brand USA vibe, gave it the American pastime twist and toured the “discoveramerica.com” message around the world, earning tens of millions of global impressions and making our client very happy. After all was said and done, we were reluctant to say goodbye when the last out was caught in the final game at AT&T Park, but we were proud to have served our country’s tourism division as the agency selected to promote the USA in the 2013 World Baseball Classic.