After another amazing season, the Buffalo Bills were headed for the playoffs. To continue the momentum of M&T’s Football Brings Us Together campaign, we needed to find a way to adapt this messaging as an activation for the postseason as our community of fans rallied around our hometown team.
It was time for Buffalo to Billieve Together, so we created 30,000 banners saying just that – and then gave them out for free. Fans were able to intercept them at their local M&T branches as well as at a mobile pep rally with giveaways, refreshments, and special guests, including former running back Fred Jackson, mascot Billy Buffalo, and the Stampede drumline. We also created a :30 television spot, billboards, and digital ads to promote the banners.
Mobile Pep Rally