SPONSORSHIP ACTIVATION PLANNING & EXECUTION
DIGITAL & SOCIAL AMPLIFICATION
Belk sought to refresh how they leveraged their partnership with the SEC. They wanted to use their sponsorship and media platform to communicate to fans that the brand is a staple in southern hometowns, and is a one-stop shop for the latest fashion trends and more.
Leverage Belk’s existing Project Hometown initiative focused on organizations that strengthen and support southern hometowns by featuring organizations that strengthen and support SEC-school communities. Use market-specific Project Hometown content across all SEC media channels to drive awareness, including a partnership with ESPN’s Maria Taylor. Refresh Belk’s SEC activation by creating a gamified vending machine featuring an assortment of store products and SEC-licensed merchandise.
Bespoke identified all nonprofit organizations and liaised with all athletics departments and rights holders within each SEC community, produced and trafficked all commercial spots, developed a social media content plan aligned with unveiling new weekly spots, custom-built a supersized vending machine and managed weekly SEC Nation experiential activations, and managed the overall partnership between the brand and the property.