The Best Digital Marketing Campaigns in the World II

Case Study 3

Oxford and Cambridge boat race

Market

United Kingdom

Descriptor

Digitizing a traditional event with spectacular ROI.

The challenge

• Use the title sponsorship of the Boat Race to raise awareness of BNY Mellon as one of the world’s leading financial services firms.
• Create a sense of involvement and engagement with the BNY Mellon brand and the event.
• Use integrated multimedia channels including press, taxis and outdoor, online ads, a dedicated website, and a social media campaign featuring an exclusive, world-first app.
• Measure results by volume of traffic and subscribers to the campaign website, social media impressions and CTR.

Campaign budget

£200,000.

Target audience

• Rowers, students, alumni, BNY Mellon employees.
• Those who ...