Peacock
During my work on Peacock, I was able to create two different types of campaigns for two iconic sporting events: an earned-first reactive campaign for March Madness and an immersive activation for the World Cup. See the case studies for each project below.
Peacock at March Madness
When the St. Peter's Peacocks made a historic Cinderella run for March Madness, we thought... weird, that's the name of our client. We pitched the idea to become the biggest fans of the newly famous Peacocks... and we did. We were even shortlisted for an Effie for the work.
My role:
I pitched the initial idea of following the St. Peter’s Peacocks and sold the idea to clients. Then I helped lead a scrappy team to pull it all together which included me attending several watch parties on campus and speaking to a crowd of fans. I then spearheaded the creation of the case study video.
Peacock at the World Cup
Peacock TV streamed the World Cup in Spanish. The world's biggest sporting event needed a big announcement to match. So naturally we created a giant soccer ball and put it at 30 Rock.
My role:
I came up with the idea for the giant soccer ball and helped sell it to clients. I was then there every step of the way to bring this to life, including visits to a freezing Brooklyn warehouse where the ball was being constructed to boots on the ground at the event making sure everything ran smoothly. I then wrote the case study video.
Project Fun Facts
March Madness - 166M impressions and 10,700+ engagements via earned social and earned media coverage for Peacock TV - 528% higher than average
March Madness - Over 16,000 new followers flocked over to Peacock’s social channels
March Madness - 22 earned media stories
World Cup - Featured segment on the Today Show