October 6th, 2014
In my first job out of college at Upper Deck, I had the fortunate role to work in the events and sports marketing department. As a recent graduate, I had the most incredible first job imaginable.
The three years at Upper Deck included hosting Drew Brees at a VIP event, helping plan a Super Bowl party where the Manning brothers and Hall of Fame players were present, planning a private Make-A-Wish event with LeBron James at our Upper Deck offices, and my personal favorite, interviewing Derek Jeter at the new Yankee stadium the first year it opened. I had been selected as the community manager for Upper Deck’s newest venture, UpperDeckU, a MMOG for kids that was sports-themed and league and player association approved. It was awesome. I got to play games with kids and chat all things sports all day long. As part of our contract with Jeter, we were able to use him for a player appearance and needed to come up with a way to creatively leverage the contract deliverable.
We decided to host a virtual guest appearance inside the game, UpperDeckU. We created an avatar for Derek Jeter and set up shop at the new Yankee Stadium where we hosted the live Q&A with the future hall of famer. Kids logged in to the game and were able to ask Jeter questions for 30 minutes, and I was the facilitator. You can see the highlight video below.
Back in 2009, social media was just starting to take shape from a corporate standpoint. We had promoted the video and live component on social, but nowadays, I would have approached this incredible opportunity much differently.
If you happen to have the opportunity to leverage a celebrity or high profile person to align with your brand, I would use the below checklist to ensure you’re making the most out of the endorsement:
What other tips would you add to the list?