The Portland Trail Blazers sustainability-driven limited time burger promotion with local fast food chain Burgerville won the 2013 ‘NBA Team Sponsorship Activation of the Year Award’,
The Trail Blazers were recognized for their activation strategy with team partner Burgerville, a popular restaurant chain based in the Northwest offering fresh, locally sourced food.
The partnership activation focused on the creation of the Blazers Burger – which included locally sourced spicy cheese and peppers.
It was promoted by both team and brand across multiple platforms, which became the second most successful limited-time product launch in Burgerville’s 52-year history.
The five-week offer across Burgerville’s 39-restaurants helped launch the 2012-13 season and the collaborative, integrated multiplatform campaign on TV, radio and digital media.
‘We ran the promotion across all our assets – from advertising, digital platform placement, mentions during television broadcasts and in-arena (Rose Garden) placement,’ explains Blazers Partnerships VP Steve Scott.
‘Burgerville has been a pillar in the Portland community for more than 50 years,’ said Trail Blazers President and CEO Chris McGowan. ‘Their quality, service, integrity and commitment to sustainability are things that we are proud to align ourselves with.’
“When I first sat down with Burgerville’s President, Jeff Harvey, and CFO, Kyle Dean, I immediately felt their passion for creativity and innovation. Combining the Burgerville and Trail Blazers brands to create the Blazer Burger is a perfect example of that creativity and it was a great way to tip-off the 2012-13 season.”
‘Our two brands share the passion of Portlanders, and this limited time offering at the launch of the NBA season is one where our guests and the Trail Blazers fans clearly voted “You got this one right”,’ said Burgerville President and CEO Jeff Harvey.
Other elements of the team/restaurant partnership included a ‘Meet The Rookies’ contest which saw winners dine with Blazers 2013 rookies Meyers Leonard and Joel Freeland.
Other activation elements included Blazers TV postgame player chat ‘Powered by Burgerville’.
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The Blazers Burger helped Burgerville achieve a double-digit year-over-year guest count increase on the day the limited offer began.
The initiative, which beat submissions from all 30 NBA teams, was awarded the honour at the NBA’s annual sponsorship workshop in LA by a panel of league and team marketing executives who cited both the team and the restaurant company’s commitment to green business practices.
‘The Trail Blazers partnership with Burgerville is a perfect example of the innovative activations that our teams deliver each season. With a shared core value of providing sustainability in the region, the team was recognized for creating and promoting a big idea that resonated with Burgerville and its customers and translated into a record-breaking sales success story for the restaurant chain,’ said NBA Marketing EVP Chris Granger.
Links
Burgerville ‘Blazer Burger PR’
http://www.burgerville.com/news-events/
Burgerville
Portland Blazers
