Hello Kitty Night at the Golden State Warriors - MarCom Awards (original) (raw)

Client: Golden State Warriors

Category: Advertising/Marketing | Marketing/Promotion/Materials | 38. Promotional Item

About Project

Activation Summary: In close collaboration with the teams at the Golden State Warriors and Sanrio, BDA designed and produced a plush giveaway for the Warriors Hello Kitty Night for the January 25th, 2024 game against the Sacramento Kings.
Objective: The objective behind the activation was for the Warriors team to begin attracting a new audience to their games. Hello Kitty was a perfect partner to achieve this goal as Hello Kitty’s fanbase is primarily composed of young girls aged 6-11 and women aged 18-24, gaining the interest of a group not often seen at Warriors games.
Execution: The first 10,000 fans through the door received a BDA-designed and created Warriors Hello Kitty plush, outfitted in a Warriors jersey and holding a basketball. In anticipation of the upcoming game, the Warriors team promoted Hello Kitty Night and the plush fan giveaway on social channels and further promoted Hello Kitty during the game with arena LEDs, in-game features of Hello Kitty, and other activations.
Results: In terms of social media and digital engagement, Hello Kitty content created for Chase Center social channels garnered significant attention:
● 4.8 million impressions
● 712K engagements
● 14.6 percent engagement rate
Email open rates and click through rates passed Warriors averages, driving incremental ticket revenue towards the Hello Kitty Night. Hello Kitty Night brought the most female ticket buyers of the season, successfully achieving the Warriors’ goal of pulling in a new audience to the team’s game.

Credits

Nicole Dupre, Emmett Gruber, Justin DeJesus, Billy So, and Ashley Baldonado