Invesco QQQ Legacy Classic
The Legacy Classic was created in partnership with Michael B. Jordan to bring change to the Newark, New Jersey community, and honor the commitment HBCU’s have made to the AA/Black community through his love of basketball.
Increasing Awareness through Data & Insights
Now in its 2nd year, HS&E partnered with Horizon Media’s Multicultural team to increase awareness for the tournament and drive ticket sales for the event. Using a polycultural lens to identify where our enthusiasts and fans are most engaged, we developed a digital and social strategy along with contextually relevant content to speak directly to the event’s audience.
Personalized Consumer Messaging to Empower Action
The Multicultural team recruited Kortx and Mirror Digital to support with developing a personalized narrative, geo-targeting NY & NJ area fans as well as aligning with key HBCU content (i.e., Marching Bands and Homecoming) to connect directly to consumer passion points and get them excited for the 2023 Legacy Classic. Coupling our digital and social footprint, HS&E leaned into Radio contests and local school initiatives to further resonate with our target audience.
The Sponsorship Strategy That Works
HS&E tapped their Multicultural team to add a polycultural lens to the overarching media strategy, enabling them to add a cultural approach focusing on endemic partners to more effectively connect with HBCU sports enthusiasts. By leveraging digital partners like Kortx and Mirror Digital, we enhanced campaign messaging through an HBCU contextual lens to inspire fans to get off their couch and into the stadium.
Sponsorship Outcomes That Inspire
total game attendance (+199% increase )
HBCU participants (+20% increase)
College Fair participants (+480% increase)
in earned media generated (+26% increase)