Live like a King
The Contest
To celebrate the LA Kings’ 50th year in the league, Cambria partnered with the LA Kings to execute a 30-day promotion that pushed a custom LA Kings Cambria table. This promotion was featured in-stadium at every home game during that time frame.
The Reach
LED ribbons and the video featuring LA Kings Captain Anze Kopitar, would play on the screen at the beginning of the 2nd period. However, stadium attendees could only drive this promotion so far.
To expand the reach we pushed digital assets on both the Kings and Cambria’s channels to Twitter and Instagram. Additionally, we pushed Facebook dark posts to a focused segment to maximize our promotion to our target market.
The video was picked up by NHL.com and received over two million views.
The Reveal
The “Live Like A King” promotion generated over 10,000 entries and thousands of quality leads for our sales team. However, the trouble with promotions is that there is an assumption that the prize is never actually given. To ensure our authenticity, we put Anze Kopitar undercover as a janitor and revealed more than just the prize to the winner.
Building Blocks
The idea is simple, never stop building. The “Live Like A King” campaign was built from the success of the previous year.
With a limited budget and a tight time frame, we were able to find a home with Cambria installed, enlist LA Kings defenseman Matt Greene, and partner with the LA Kings film crew to execute all video assets. With limited lead time, the video and kitchen upgrade promotion saw over 5,000 leads in less than four weeks.