Archives for posts with tag: Cleveland

This week, history was made in the Land. The Cleveland Cavaliers won the NBA Championship, ending Cleveland’s 52-year drought and bringing happiness, glory, and 1.3 million people to our city on the lake. I was lucky enough to see the excitement of game seven firsthand. When the buzzer went off in the fourth quarter, the city exploded. It was louder and more intense than anything I’ve ever witnessed: screams, tears, drinks flying, hugging, dancing, shirts waving, and high fives all around. As I walked from my viewing spot to Quicken Loans Arena, chants of “Let’s Go Cavs!” echoed across the streets. This was only the beginning.

On Wednesday, Cleveland hosted the championship parade. The scene downtown during game seven was nothing compared to the parade and rally—bringing an estimated 1.3 million people to a city with a population around 300,000. With fans swarming the streets and blocking the parade routes it took more than five hours for the team to make it through a one-mile parade route to the rally zone near the Convention Center. Confetti sprinkled the famous Cleveland skyline and people scaled buildings and sat outside windows stories high just to get a glimpse of our championship team. It was an extreme outpouring of love for them and the city of Cleveland.

You might be wondering what this has to do with advertising. Cleveland fans spend days allowing this team in their living rooms, bars and restaurants. They watched the team evolve with LeBron, without LeBron, and were there with tears and celebrations for “the return.” As a city, they got so close to the championship they could finally taste it. Their faith was tested. And this week, they rejoiced in celebration after emotionally counting down the minutes waiting for them to succeed or fail during sixteen long games. It’s a great story. It’s a Cleveland story.

And storytelling is essential to advertising. There are many forms of storytelling, but the Cleveland Cavaliers perfectly followed the narrative of The Hero’s Journey. Quickly, the Hero’s Journey begins in the ordinary world with a “call to adventure” (enter the NBA, win your hometown that championship.) What follows is the hero’s “refusal of the call” (I’m taking my talents to South Beach) and eventually a “meeting with a mentor” (The Heat) who provides the hero with training and advice to help them on their journey. Then, they “cross the threshold” (welcome home LeBron) and “find allies and enemies” (love and hate in Cleveland fans). They “prepare for the ordeal” (…twice) and finally take possession of the treasure! (2016 Champions!) The “road back” (flight home from California with Cleveland’s most prized-possession) and the “resurrection” (a moment of rebirth, once again the King of CLE.) Finally, “the return” (not that one), where the hero returns home and has the power to transform the world as we know it (1.3 million people waiting to see LeBron, his team and our trophy.)

1.3 million people arrived to celebrate with this team because they’ve been a part of their story; they’ve watched the 2016 NBA Champion Cleveland Cavaliers brand be built—52 years in the making. They care.

We’ve entered the era of consumer empowerment. Brands need to do more than communicate outwardly to their audience. They need to tell stories, entertain, educate, inspire and touch lives.

The Cavaliers team does an exemplary job at delivering what the audience wants. They give us a great product to watch on the court but extend the story off the court as well. By utilizing social media we have an opportunity to be a part of their lives both on the court and at home. They’ve shown us the celebrations, created inside jokes with us (Lil’ Kev), and let us see the world from their perspective. We get to experience this story through the players’ eyes.

Our involvement allows this Hero’s Journey to resonate with us deeper than most. We’ve invested ourselves in this team, and it’s become a part of us. We felt the anguish watching the buzzer slowly count down, we crowded the streets in celebration as the team flooded the court, and we cried with JR as he gave a heartfelt speech about playing for his family. The emotional rollercoaster is what connects us with this team, and motivates us for the future.

The Cavaliers team has told its story. Through them, we’re encouraged empower ourselves and write our own story. It’s our call to action – show that no matter our struggles, Cleveland is a success story. How will you respond?

 

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Big thanks to my editor, Kelly Gentile.

 

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As we all know, the Cleveland Cavaliers made history in our city in the thrilling NBA Finals Game 7 coming back from a 3-1 lead by the Golden State Warriors to defeat them 93-89. That night, the 52-year major league championship curse on Cleveland sports reversed as “the block” replaced “the shot,” “the drive” and “the fumble” once and for all. Excitement spread throughout the city and it has been electrifying to see the dedicated fans of Cleveland finally get what they deserve. Of course, social media erupted with videos of the team’s reactions, posts from overjoyed fans and even a congratulations tweet from President Obama.

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The wave was explosive, even if you weren’t a Cleveland sports fan; you wanted to be in that exhilarating moment. Since the unforgettable victory, brands have been trying to ride the wave of congratulating the Cleveland Cavaliers on accomplishing the nearly impossible. At this point, it’s almost overdone by brands now, as I have seen SO MANY posts about how brand X supports the Cavs.

However, one particular brand stands out as a leader in riding the victory wave, especially because they posted their content IMMEDIATELY after the intensity of Game 7 was finally over. Nike released “Worth the Wait,” a powerful new commercial in honor of Cleveland sports fans via Twitter. It’s almost like they knew the Cavs were going to win J. As LeBron and Kyrie are signed to Nike, this move was almost as clutch as Kyrie’s 3-point shot that led the Cavs to the big win.

If you haven’t seen the video, do yourself a huge favor and watch it now: https://www.youtube.com/watch?v=QWGgMbcTbFk. In one minute, the video captures the heart and soul of why Cleveland fans are so dedicated to their sports teams and how great it feels to finally be champions. I still get chills seeing the faces of the emotional young and old fans that have waited years upon years to be champions.

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Riding the wave is essential for any brand to make an impact on social media engagement. Here are three ways to do it successfully (just like Nike did with “Worth the Wait”):

  1. Timing: Nike had the best timing by releasing their previously filmed content immediately after the Cavaliers’ title was announced. The result of the NBA Finals was fresh in everyone’s mind and they could easily relate to the commercial.
  2. Relevant Angle: Nike knew their audience perfectly when creating this advertisement. It was relevant, interesting and engaging to watch as a NBA and/or a Cleveland Cavaliers fan.
  3. Social is about people not logos: Nike does not expose its logo until the end of the commercial. The ad focuses on Cleveland sports fans with real human emotion wearing Cavaliers gear and reacting as the Cavaliers make history.

Nike followed these criteria and stood out against other brands that were late to the party (or parade) of congratulating the hardest working team in the NBA. Since the videos release, it has been liked 70 thousand times on Twitter and viewed 2.4 million times on Facebook. Nike successfully rode the victory wave by allowing every viewer to understand how meaningful this championship is to The Land.

 

And I’ll just leave this one here:

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My first week as an Account Service intern at Brokaw is coming to a close and I can confidently say that I have learned more in four days than I have in 21 years. Waking up early for a full-time summer internship is not always easy, but it has been at Brokaw. I am actually really excited to come to work in the morning and that’s really saying something because I am NOT a morning person whatsoever.3724d1a3a1f4cbdbd2ca91e5da217d08

Each day is a new surprise, whether it’s sitting in on face-to-face client meetings or discovering new lunch spots around Cleveland like Constantino’s Market or Cleveland Chop. Everyone has been so welcoming and friendly, which makes the days go by much faster than they normally would. I look forward to getting to know everyone in the office better, especially during the intern-views. I have been carrying around my notebook with me everywhere I go to stay organized on the many different projects that I will be helping out on this summer. Of course, it has the clichéd quote on the front of “Life isn’t about finding yourself, it’s about creating yourself.” However, I think there is no better quote to define this summer as an intern at the agency I wanted to intern at since my freshman year at Ohio University. After only four days, I have realized that I love the fast-paced yet welcoming culture of the advertising world, especially at Brokaw. I mean, sometimes I have to remind myself that I am actually working and not just having fun! I cannot wait to see how much I grow this summer as a brotern!

Now that my internship is coming to an end, I have mixed emotions.  I’m so happy I got the experience to work with the most creative, smart people, but I am also sad that my broternship is over.  I could not be more thankful for all that Brokaw has given me.  I have learned so much more than I ever imagined and made some of the best friends.

With that being said, I would like to share with you three of the top moments from my broternship.

1. Pitching to radio stations:

This was the most challenging task I had to complete.  It was frustrating pitching to a bunch of contacts and getting few replies.  But after pitching to so many contacts, one said they were interested in my pitch and mentioned our client on the radio!!!! I call that a success!

2. Bags, BBQ, and Broterns:

This was a farewell event the Brokaw brothers threw for all of us broterns.  We had an agency corn hole tournament, ate lots of BBQ, and drank beer.  It was a fun way to get to know and have fun with everyone at the agency.  By the way, Jayme and I were semi-finalists in the tourney, if you were wondering.

3. Brotern Interviews:

This was the best project!!!  We had to interview everyone in the office as part of our broternship.  It was a great way to meet everyone.

Lastly, I would like to shout out my mentors Kelly Gentile and Angela DelBrocco for being patient with me when I didn’t know how to do something, taking the time to teach me new things, and making me feel like part of the PR/Social team.  Also thank you Brokaw brothers and everyone else at the agency for making this summer the best!  I will miss all of you!

Oh and if any of you happen to read this feel free to visit me at OU this semester—I live on Court St…….enough said.

See you later,

Erin

Hi! I’m Erin, better known as Intern Erin to everyone here at Brokaw (I happen to be the 4th Erin to join the team). During my time here this summer, I will be the PR/Social intern and I’m so excited to be working with the Brokaw Earned Media team.

Here are a few fun facts about me:

  1. I’m going to be a senior at OU (oh yeah) in the fall
  2. I’m obsessed with posting/creeping on all forms of social media
  3. Coffee is my favorite food group
  4. I strongly believe there are few things better than looking at cute puppy pictures on Pinterest
  5. Watching E! News, Keeping up with the Kardashians, & The Real Housewives of O.C. makes me happy

Things I learned / accomplished / have been doing so far at Brokaw:

  1. I’m officially a fake adult, A.K.A yo pro (young professional) in Cleveland
  2. Working downtown is awesome. Especially in a brand new office equipped with a bar and patio located in Cleveland’s famed Warehouse District
  3. The people are just as amazing as the new space—I’ve met some of the nicest and most helpful people in such a short time
  4. My mentors, the Dream Team, Kelly and Angela are awesome
  5. So far, I’ve worked on social media audits, brainstorms, and composing social content

I can’t wait to see what else the rest of the summer has in store!

TTYL

Erin