CASE STUDY: THOMSON REUTERS SUPER BOWL XLVIII

THE CHALLENGE

Thomson Reuters sought an opportunity to capitalize on the first-ever New York-area Super Bowl and its role as a host committee member to showcase why it is the world’s leading provider of intelligent information.

THE IDEA

For years, Thomson Reuters has invited the world’s most influential business leaders and heads of state, among many others, to engage in intimate news forums, known as “Newsmakers,” with a room full of journalists Leading up to Super Bowl XLVIII, Thomson Reuters took a different twist on this concept by creating a series of sports business experiences for its customers, featuring some of the most prominent figures in sports. The series, which combined influential figures from on and off the field, allowed Thomson Reuters to showcase its inventive spirit to its customers through different aspects of sports and business by creating experiences they wouldn’t be able to get anywhere else.

To customize the panel series, Burson-Marsteller’s Fan Experience team tapped its wealth of industry contacts and developed compelling content to make these events memorable for those in attendance. The events featured:

  • Victor Cruz, New York Giants Super Bowl Champion wide receiver (two events)
  • Nate Silver, Founder & Editor-in-Chief of ESPN’s FiveThirtyEight blog and ABC News Correspondent
  • Emmitt Smith, Three-time Super Bowl Champion and Pro Football Hall of Famer

THE IMPACT

The four events took place in front of a packed room of customers high atop Thomson Reuters’ global headquarters in Times Square. Beyond the positive feedback and audience participation in the conversation, Thomson Reuters customers were truly engaged in the event. For example, during the event featuring Victor Cruz around the holiday season, a silent auction of game-worn and signed memorabilia from the Giants wide receiver raised more than $3,000 for the Paterson, NJ Boys & Girls Club.

Published @ http://www.burson-marsteller.com/case-studies/our-work/thomson-reuters-super-bowl-xlviii/

Please contact Petros Constantinidis for more information.