Overview: 

Nick Symmonds had a hairbrained idea of displaying a brand's Twitter handle on his shoulder via an eBay auction throughout the Olympics. His goal was to raise awareness for athletes’ rights to earn a fair wage. I thought it was a perfect platform for Hanson Dodge Creative to activate their brand platform and creative chops.

After winning the bid for just over $11,000, I assembled a team and quickly got to work on one of the most impactful campaigns of my career. 

Once the partnership was secured, we quickly went to work on several initiatives, including a new website for Nick, a content series, a social media campaign called #OwnYourSkin (designed to draw attention to the policies that prohibit sponsor logos and branding opportunities for athletes), PR, and speaking engagements. 

Goals & Objectives:

• Activate the partnership through multiple executions

• Establish a platform for both earned/owned media 

• Produce unique & authentic stories for both brands

Results: 

• National & Local, Endemic Press 

• CPMs outperformed the initial investment

• Drove 25% new business inquiries YOY

• Multiple speaking engagements at key industry events

Key Placements: 

• New York Times

• CNN

• Sports Business Journal

• Adweek

• SXSW