February 28th, 2019

How the Reese’s Senior Bowl reached a social audience of 1.5 million by delivering content to participating NFL Draft hopefuls

Delivering content right to the mobile phones of prospective NFL players was a winning move on social media for the Reese’s Senior Bowl.

Through innovative partnership with INFLCR, 81 participating athletes logged in to their INFLCR account to access content for a total of 1,267 sessions in the app during the week of the all-star game.

The Senior Bowl uploaded 1,820 content items to the app, resulting in 372 downloads and shares by athletes.

Collectively, the 81 athletes reached an Instagram audience of almost 1.5 million unique viewers with their INFLCR-fueled posts during the week, garnering more than 317,000 “likes” on those posts. They reached a Twitter audience in excess of 283,000 viewers.

The INFLCR content delivery software platform helps clients like the Reese’s Senior Bowl distribute their internally-curated content into personalized galleries on each of the mobile devices of their athletes, coaches and other brand ambassadors.

They can then access and share that content via their personal social-media platforms such as Instagram, Twitter, Snapchat and Facebook. Clients like the Senior Bowl can use their INFLCR dashboard and usage reports to track their “audience lift” via the much-larger collective audience of those brand ambassadors.

Reese’s Senior Bowl Executive Director Jim Nagy described the partnership as a great success. Exposure to an additional audience of almost 1.5 million “extended our window for the Senior Bowl by an additional three weeks” and created “added value” for the participating players and the game’s title sponsor, he said.

“We create an NFL experience for our players and keep them busy in meetings and practices at a very fast pace,” Nagy said. “But it was great to see that even with all of that activity, the players were going to their phones to access all this content and tell their story of their experience at the Senior Bowl on their social media channels. It extended the life of our game. Even two or three weeks after the game, we were still seeing posts by the athletes.”

Miami senior defensive back Jaquan Johnson used INFLCR during the regular season as a player for the Hurricanes, where he grew his Instagram audience more than 15 percent, topping 22,600 followers on the platform. He appreciated the opportunity to tell his story from the Senior Bowl in Mobile as he continued to chase his dream of becoming an NFL draft pick.

“As soon as we get into the locker room, you can see the entire team going to the app looking for good-looking pictures that we can post,” he said. “I was able to access pictures immediately, right away, pictures that I didn’t think I would have access to …. With the app I was able to post immediately and show the fans my life.”

INFLCR founder and CEO Jim Cavale spoke to the participating Senior Bowl athletes about personal branding and responsible use of social media during the week. He said working with the Senior Bowl created opportunities for the athletes that will continue beyond the week of the game.

“Our partnership with the Senior Bowl is a testament to the excellence that our Client Success and Product teams have created in this business,” Calvale said. “We activated more than 100 new athletes in less than a couple of hours and were able to feed them content throughout the week and will continue to work with these athletes as they go into the NFL Combine and into their pro football career.

It’s really exciting for us to be partnered with somebody like the Senior Bowl, who sees the vision for our company and really puts the athlete first.”
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ABOUT INFLCR

Influencer (INFLCR) is a social media CRM that allows teams and leagues to efficiently distribute their digital assets across the social channels of their most effective brand ambassadors (student-athletes, coaches, recruits prominent alumni and fans) while being able to track and measure the reach and performance of the content at scale via a convenient dashboard. With INFLCR, teams can store, share and track their digital assets (game photos, videos, etc.) as they flow through the social media channels of their brand ambassadors. Learn more at inflcr.com

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