rEvolution has labored with Continental Tire since 2015 and introduced the tire model into faculty basketball in 2016, together with work throughout a number of universities and prestigious basketball tournaments. With identify, picture and likeness (NIL) insurance policies being permitted in 2021, rEvolution expanded its CBB work with Continental to discover this fertile floor for sponsors in an genuine and interesting method. As faculty basketball season begins this month, a fast look look again (and watch this house for brand new initiatives rolling out for the ’22 season).
For Continental Tire’s first foray in NIL, rEvolution dropped at life a brand new, web-based episodic collection referred to as “The Drive presented by Continental Tire.” In every episode, skilled basketball abilities coach and social media influencer, Lethal Shooter (a.ok.a., Chris Matthews) took just a few of school basketball’s elite gamers on a literal drive round their faculty cities. By way of Continental’s distinctive entry, we get an insider’s perspective of that particular person participant’s private story, and the sensible selections they made as they pursued their dream of taking part in at highest collegiate ranges. Airing throughout March of 2022, the collection featured UCLA’s Johnny Juzang, Villanova’s Collin Gillespie and Duke’s Trevor Keels.
“Continental Tire has been a long-time supporter of school basketball each in pre-season tournaments and thru particular person program partnerships. With NIL being launched this season, we knew we wished to develop our involvement within the recreation by tapping into this new house and giving followers a more in-depth look into the gamers,” mentioned Brian Beierwaltes, Senior Supervisor Advertising – Model Growth at Continental.
“With ‘The Drive’ we had been capable of showcase prime gamers from marquee applications whereas additionally testing how this new factor works for the model. The optimistic response thus far has us actually enthusiastic about what different alternatives this could result in sooner or later.”
The response to “The Drive” has far exceeded expectations throughout social media and thru the strategic amplification efforts of the host, athletes, in addition to media marketing campaign in partnership with Bleacher Report all managed by the rEvolution artistic, content material and in-house media groups. rEvolution is actively working with Continental Tire to discover increasing the collection to different sports activities. Take a look at the total episodes on continentalbball.com.
The Drive by the numbers:
- 3+ MM social media impressions
- 220K+ social media engagements
- 100K+ full episode views
- 260K+ earned media impressions
Watch the three episodes under: