Deliver a comprehensive solution to Porsche across the Ivy League to engage alumni and parents. Key objectives were to build brand association with the league and target high net worth individuals.
The JMI Sports team at the Ivy League developed a partnership plan that crossed live events including the Ivy League Basketball and Lacrosse Championships, media on ESPN and ESPN+, radio, social integrations, website campaign, sweepstake promotions, hospitality, vehicle displays and on-site activation for the client.
Porsche was integrated into the Ivy League Legends of Basketball event that was hosted during the weekend festivities of the Ivy League Basketball Championships. The event featured Porsche Philadelphia Dealerships specifically, as the event was held at The Palestra at the University of Pennsylvania. This marquee event celebrated key administrators across all eight Ivy League institutions, VIP guests and honorees.
Porsche :30 commercial spots were featured live across ESPN family of networks. Customized Porsche live reads during national Westwood One radio broadcasts. Porsche signage was displayed across The Palestra throughout the Championship weekend. Vehicle displays were setup for customer engagement and prospective database development on-site.