rEvolution has labored with Continental Tire since 2015 and introduced the tire model into faculty basketball in 2016, together with work throughout a number of universities and prestigious basketball tournaments. With identify, picture and likeness (NIL) insurance policies being accredited in 2021, rEvolution expanded its CBB work with Continental to discover this fertile floor for sponsors in an genuine and fascinating method. As faculty basketball season begins this month, a fast look look again (and watch this area for brand new initiatives rolling out for the ’22 season).
For Continental Tire’s first foray in NIL, rEvolution delivered to life a brand new, web-based episodic collection referred to as “The Drive presented by Continental Tire.” In every episode, skilled basketball expertise coach and social media influencer, Lethal Shooter (a.ok.a., Chris Matthews) took a number of of faculty basketball’s elite gamers on a literal drive round their faculty cities. By Continental’s distinctive entry, we get an insider’s perspective of that particular person participant’s private story, and the good selections they made as they pursued their dream of enjoying at highest collegiate ranges. Airing throughout March of 2022, the collection featured UCLA’s Johnny Juzang, Villanova’s Collin Gillespie and Duke’s Trevor Keels.
“Continental Tire has been a long-time supporter of faculty basketball each in pre-season tournaments and thru particular person program partnerships. With NIL being launched this season, we knew we needed to develop our involvement within the recreation by tapping into this new area and giving followers a more in-depth look into the gamers,” mentioned Brian Beierwaltes, Senior Supervisor Advertising and marketing – Model Growth at Continental.
“With ‘The Drive’ we have been in a position to showcase high gamers from marquee packages whereas additionally testing how this new aspect works for the model. The constructive response thus far has us actually enthusiastic about what different alternatives this could result in sooner or later.”
The response to “The Drive” has far exceeded expectations throughout social media and thru the strategic amplification efforts of the host, athletes, in addition to media marketing campaign in partnership with Bleacher Report all managed by the rEvolution artistic, content material and in-house media groups. rEvolution is actively working with Continental Tire to discover increasing the collection to different sports activities. Take a look at the total episodes on continentalbball.com.
The Drive by the numbers:
- 3+ MM social media impressions
- 220K+ social media engagements
- 100K+ full episode views
- 260K+ earned media impressions
Watch the three episodes under: