Connecting with fans and collecting 65 years of memories.
As a newer brand to the region, Highmark was looking to make a strong connection with the WNY community. And there are few ways that make as much noise as a Buffalo Bills partnership. We activated this relationship by tapping into the lifeblood of Bills Mafia: the tailgate, and developing a literal vehicle for collecting more than 65 years’ worth of fan memories.
We built a storytelling trailer from scratch, equipped with nostalgia galore and all the AV necessary to capture each story. To help drive fan participation throughout the season, we secured local media coverage, generated social buzz, and made sure everyone walked away with shout-worthy swag.
900+stories and counting
16000+fans stopped by the activation
As the naming rights sponsor to both the current and new stadium, we had a unique opportunity to engage with fans and tap nostalgia. This activation did just that.
Christian L., Highmark Health
Engaging famous fans.
We collaborated with 15 influencers to authentically showcase the TaleGate experience and drive attendance within the Bills Mafia community.
The news was all over this, and then working with influencers to get those familiar faces in the trailer was a no-brainer.
Andrea G., VP, Public Relations
This effort of connecting with the community was a rousing success. And the memories we helped capture – the cheers, laughs, and tears – will now live on forever in Buffalo Bills lore.
