The social media case study summarizes a campaign for the Bell Helicopter Armed Forces Bowl to attract fans and boost interactions on social media with a limited $500 budget. Key elements included sponsor promotions like a "Where is the Bell Helicopter?" contest, in-game activities, targeted Facebook ads, and engaging with military-related pages around Veterans Day. The campaign saw over 28% growth in Facebook fans, 40% growth in Twitter followers, and positive feedback from sponsors.

1. Social Media Case Study
Bell Helicopter
Armed Forces Bowl
By
Phone: 972.668.3867
www.atomicdc.com

2. Project Objectives
• Attract fans and boost interactions with fans,
teams, and conferences
• Sell tickets and merchandise
• Drive TV traffic
• Increase brand awareness for the Bell Helicopter
Armed Forces Bowl
• Increase value to existing sponsors and attract
future sponsors
• Grow existing sponsorship levels

3. Campaign Challenges
• 2 Month campaign
– Including campaign development, research,
planning, account set-up, sponsorship on-site
execution, online social activity, and monitoring
• Limited advertising budget
– Print and digital media expense not to exceed
$500
– Coordinating sponsorship involvement and
multi-level approval processes

4. Proposed Solutions
• Sponsor involvement
– “Where is the Bell
Helicopter?”
– Poster creation
– In-Game adventure zone
sponsor promotion
• Interacted with fans
before/during the game
– Tweet your seat
– VIP trivia giveaway
– What are you thankful for
– Raffle giveaways
• Engage other pages
– Military – Veterans Day
and Pear Harbor
Remembrance Day
– Connected with Gary Sinise
and Lt. Dan Band
• Set up, managed and ran
targeted Facebook ad
campaigns
– Dallas residents, Tulsa
Fans, BYU Fans, and
Military

5. Armed Forces Bowl 2011
“Tweet your Seat” Winners
“Where is the Bell Helicopter?”
Sponsor Promotion (SMU and Lexus)Atomic Gameday Raffle
Fan Photo Submission by
Ticket Winner Gary Sinise and the Lt. Dan Band

6. Campaign Highlights
• Grew email database by
over 3%
– Based on a single
campaign element
• Positive feedback from
sponsors
– Extremely positive
feedback from sponsors,
marketing, and
communications officers
– Increased on-site
promotions with posters
– Gary Sinise connections
• Over 5,800 connections,
Avg. of 450 talking about it.
• Media involvement
– Channel 11 interview
• Fan growth
– Facebook: Over 28%
increase in fans
– Twitter: Over 40% increase
in followers
– Reach increased by over
24,000%
• Over 6,000 Military
tickets were given out
– Compared to last year’s
4,000+ tickets

7. Key Takeaways
• Plan promotions
– Prepare for:
• Promotional requests
• Approval processes
– Do your research
• Venue restrictions
• Space and time
limitations
• Budget
• Make a checklist
• Don’t be afraid to ask
• Share victories with the
client
– Report in real time
• Outline expectations
and goals
– Qualitative and
quantitative

8. If you have any questions on this presentation,
please feel free to contact us.
If you would like to learn more about the Atomic team
and the work we are doing, you can follow the
Atomic Digital Marketing Blog.
Thank You
Atomic Design & Consulting
5717 Legacy Dr. Suite 290.
Plano, TX 75024
972-668-3867
WEB ∙ EMAIL ∙ SEARCH ∙ SOCIAL
Connect with us!