Kicking off our partnership with Austin FC in Thanksgiving 2020, Favor partnered with the newly minted soccer team as we went around Austin H-E-B locations and offered to take care of customers groceries and help families in the community during the holiday. Partnering with social media, we were able to create a post about this which garnered over 3000 views. Moving into the soccer season, we were able to create opportunities for our team to do the following:
Activate at Q2 Stadium (with parent company, H-E-B)
Produce digital signage throughout the stadium
Create a “lucky row” experience for fans who would win custom scarfs and gift cards
Create social media posts to help garner interest (to be promoted by both Austin FC and Favor Delivery)
Make it make sense
Often, I see activation experiences that are nothing more than a branded table cloth with a brand that has little association to what is going on around in the background. Understandably, these footprints can become costly, but if you want to stand-out and create something memorable, then you need to pay-to-play. That said, we were able to create an experience that created a memorable association with Austin FC and our teams.
Partnering with our parent company, H-E-B, we created our Goal Kick activation space where attendees were able to sign up and shoot some PKs in order to win coveted prizes! While here, we promoted our brands partnership with Austin FC while also informing our audience about H-E-B’s Curbside Delivery powered by Favor.
Say it loud!
Sporting partnerships offer brands a unique opportunity to connect with a diverse audience base. By aligning with a popular sports team like Austin FC, brands gain access to the passionate fan base associated with the team. These fans are deeply engaged with the team - from attending matches, to following the team on social media, and participating in various fan activities, fans see the brands that partner with their teams in a more favorable light.
With Austin FC, we created unique moments such as our Lucky Row which was promoted at the half to nearly 20,000 attendees for every home game.
