Building Brand AffinityMeg Andrews : meg_andrews1 : linkedin.com/in/megandrews

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af·fin·i·tyfin dē/əˈ ə

nounnoun: affinity; plural noun: affinitiesa spontaneous or natural liking or sympathy for someone or

something.

Who is CenturyLink?

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CenturyLink is the third largest telecommunications company in the US .

CenturyLink provides data, voice and managed services in local, national and select international markets through its high-quality advanced fiber optic network and multiple data centers.

The company is a global leader in cloud infrastructure and hosted IT solutions for enterprise customers.

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CenturyLink sponsorships align with premier sports brands in our key markets to leverage their popularity among significant audiences.

What & Where

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Opportunity:Taking what we do in-venue to in-market

Creating Moments of Exclusivity

Focus on connections

• Challenge: Educate, Engage, Provoke– Highlight the connection between the fan, the

team, and the city– Leveraging CenturyLink as the key connector

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Integrated Platform (PESO)

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Awareness

Outdoor/ Billboards

OnlineOwned: CenturyLink, Seahawks, Paid local sites, Pandora

RetailClings, A-frames, lugon’s, floor graphics, table tents, lanyards, signage, staff, contest

PrintDM, Shared Mail, FSI

Social MediaTeam Sites, CTL, paid, Hashtags, influencers

Engagement

BroadcastTV & Radio

In-venue Activation

BUZZ: Seats on the Streets

BUZZ: Viewing Party

Amplification

Public Relations/Media Relations

BUZZ: Lunch with the Rookies

Employee Engagement

8Centurylink Viewing Party

Ultimate fan viewing party for one Seahawks away game. Utilizing CenturyLink’s partnership with the EMP Museum, CenturyLink will roll out the ‘Green Turf’ for this VIP event.

• Objective: Create a exclusive unique experience, lasting impression, and increase brand equity. – Goal: Wish I got invited

• Target Market:– B2B: Key Business Clients and Partners

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Video

Breaking it down: Leveraging Partnerships

• We asked our partners to play

- Benefit: - Brought down cost- They were able to leverage for their clients- Expanded the CenturyLink brand to new clientele.

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Breaking it down: Leveraging Partnerships• What makes your partnership unique? • What assets do you partners have?

– EMP is part of our partnership with the Seahawks– Worked with the team to leverage game day inflatable's, props,

and signage.– Set up pop-up Pro Shop for onsite retail- just incase you forgot

your favorite Jersey. – Talent: Seagals, Blitz, Blue Thunder, Alumni

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Breaking it down: Leveraging Partnerships

• Radio:‐ Secure Musical Talent‐ 2 DJ’s‐ MC Host for Event‐ Additional Photographer‐ website & social channels‐ Post event mentions from

on- air

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• Print: ‐ Onsite: 2 Photographers &

Photo Booth‐ Magazine Full page spread.‐ Social Media amplification

• Television:‐ Onsite Pre-Event Broadcast

Food and Beverage: • Beer & Wine partners

supplied beverages

Made it clear that it isn’t a bring a “banner” event.

Swag: • Worked with Internal Sourcing

partners to secure a tablet for each attendee.

• Partners gave tickets to events, Hotel, & Airfare

• Post event swag bags included spa passes along with partners & CenturyLink swag

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Breaking it down: Leveraging Partnerships

Impact: Social Media By the Numbers:• Accounts Reached: approximately 68,136• Retweets: 131• New Followers: approximately 3 percent

increase in followers in 16 hours• Photos: approximately 300 photos shared

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Impact: Influencers

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• Hand written notes from C-Level executives• Relationship Building with key influencers & band advocates • Media – “event of the year”• Most important: Increase in bottom line revenue

• Just last week– “that event changed my thoughts of who CenturyLink was…”

2015 Opportunities

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CenturyLink Cruise at VMAC• Challenge: Past activation around training camp &

golf became stale • Opportunity: Leverage VMAC’s unique location on

Lake Washington

• Audience: C-Level prospects & clients • Results: Opened Doors and meetings that had been

challenging 18

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Game Day Giveaway (Concept): • Challenge: Game Day Giveaway for 70K+ fans. Life beyond the Rally Towel• Opportunity: Target Business Leaders in Suite and Club levels• Concept:

– In Suite Giveaway high end item that is tied to press announcement that week

– Item to have follow up to webinar on X with panel of industry leaders– Press around the technology at the Field that enhances fan

engagement– CenturyLink as the connector for the Seahawks and your

company…– Club Level Activation

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Sounders FC Express (Concept)

• Objective: Build on key relationships and position CenturyLink as a thought leader

• Audience: mixing Influencers and tech customers– Aligns with Sounders Demo

• Concept: – Day Trip to White Caps game in Vancouver, BC in September

via Amtrak train– Experiences along the way (custom kit, alumni, etc.)