This should be a really interesting tell-all on branding, customer engagement and sponsorship. Damon will tell attendees how MetLife took its brand to the next level of sports marketing engagement.
In 2010, MetLife signed on to be one of four ‘cornerstone’ sponsors at New Meadowlands Stadium, home of the New York Jets and New York Giants. This unique sponsorship allowed MetLife to create an exclusive branded marketing environment in a corner of the stadium, beginning on the ground floor plaza level and extending through to the upper tier of the stadium.
The goal of the engagement was to create a differentiated experience for fans, offering experiences that ‘money can’t buy’ through an innovative prizing program, promoted via an array of media-based activities combined with traditional draws such as alumni autograph sessions, photo marketing and of course, Snoopy. The program was designed around a single sign-up Countdown Card, which allowed users to access multiple activities throughout the season.
Damon led the creation and implementation of the marketing program. He’ll provide an overview of MetLife’s program, share successes and lessons learned in the development of a first-of-its kind effort to engage consumers in a sponsorship environment.