Case Study

Franklin American Mortgage Music City Bowl

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Summary

The Franklin American Mortgage Music City Bowl and the events around it deliver an exceptional entertainment experience for visitors, local fans, student-athletes, conference partners, sponsors, volunteers and the Nashville community. This post-season collegiate football game was created in 1998 to have a positive impact on the Nashville economy, national image and community pride while showcasing the city as a premier destination with audiences throughout the country.

As one of Nashville’s biggest annual events, the Bowl has produced over $284 million in total direct economic impact for the city in its 18-year history.

Franklin American Mortgage Music City Bowl (Nashville, TN) Social Media memes created by DVL Seigenthaler

 

Challenges / Objectives / Implementation

Based on social media research, the Music City Bowl, along with DVL Seigenthaler, determined that the most effective way to communicate the Bowl and corresponding events was by reaching out to key targets through channels they use most often– Instagram (instagram.com/mcbowl), Twitter (twitter.com/MusicCityBowl) and Facebook (facebook.com/MusicCityBowl).

DVL Seigenthaler’s social media objectives for the 2015 Music City Bowl were to:

  • Increase the Music City Bowl Twitter and Instagram fan base by 5%
  • Attain 3,000 entries for the Ultimate Music City Bowl Experience contest
  • Establish Music City Bowl awareness (reach) and engage audiences

Music City Bowl social media targets included:

  • Local and regional sports fans, particularly college football fans
  • Potential and former Bowl attendees
  • Men ages 25-54
  • Fans of potential 2015 teams (until team announcement)
  • Fans of 2015 teams (after team announcement)

Results

Social media was an effective way to build excitement about the 2015 Bowl and key activities surrounding the event. DVL Seigenthaler managed the Music City Bowl social networks and greatly surpassed our objectives.

  • From October through December, the Music City Bowl gained 3,147 Twitter and Instagram followers—a 37% increase from 2014.
  • More than 6,000 entries were submitted for the Ultimate Music City Bowl Experience contest— surpassing the goal by 100%.
  • From October through December, Music City Bowl social media content earned more than 2 million impressions and received more than 110,000 engagements.

Franklin American Mortgage Music City Bowl officials announced that the 2015 Bowl had a $15.7 million direct economic impact on Nashville’s economy. In addition, the Bowl produced $17.1 million in media exposure value for Nashville, as calculated by Sponsorship Science, a third party organization.