For the Panini NFL Kickoff to the Season campaign, opendorse identified, secured, and activated campaign involvement with eight NFL Panini ambassadors.
Panini identified eight U.S. markets to target with their athlete social media campaigns. opendorse sourced and presented the markets’ most relevant NFL players.
For the campaign, the players were asked to share pictures of themselves holding their own personal trading card. opendorse arranged product delivery to the players, accompanied by specific step-by-step instructions to take the picture and deliver it to opendorse. Once the pictures were received from the players, the content was scheduled for guaranteed delivery via the opendorse platform.
The campaign tweets were further promoted via Twitter’s whitelisting solution. Panini was able to promote and target the tweets for even deeper market penetration.
10M of the Panini impressions were organic, while 3.4M were received through paid whitelisting—bringing the total impressions to 13.4M.
The campaign ran for four weeks, with one post from each athlete every week. opendorse gathered all necessary content and whitelisting permissions prior to week one of the effort. The content was then scheduled into the opendorse platform—providing guaranteed, on-time delivery and accuracy for the remainder of the campaign.
Fans were quick to follow their favorite players, sharing their support of Panini America and #Kickoff2016 through authentic messaging and imagery.