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The Greatest Game by Sysco

Challenge

CONSUMER RESEARCH, STRATEGY, BRANDING, UI/UX DESIGN, CONTENT MANAGEMENT, ANALYTICS & OPTIMIZATION, CREATIVE PRODUCTION, EMAIL MARKETING, TEXT MESSAGE MARKETING, EVENT INTEGRATION

Being named the official foodservice partner of the Houston Host Committee for Super Bowl LI was a big score for Sysco. They came to us to make the most of it by branding and building their largest promotion to date, designed to connect their Associates and registered customers with the football season’s crowning event.

The Solution

We designed and programmed a responsive mobile-first microsite to deliver a customized, content-rich experience in four different languages to reach all registered customers. The interactive content was designed to boost customer involvement in the promotion that Football is More Fun with Food.

We developed The Greatest Game™ by Sysco® for mobile phone play, which constantly refreshed and updated more than 90,000 individual customer scoreboards, plus pushed tips & trends and winner news weekly. This was Sysco’s first entry into a mobile-first initiative, and actively engaged customers in play against fellow customer-competitors as they increased sales.

The Creative

The Greatest Game™ by Sysco® was more than a mobile-first game. It demonstrated the tie between football and seasonal favorite foods, and built on the fervor for winning seats to Super Bowl LI through increased Sysco sales.

To publicly demonstrate Sysco’s excitement and commitment to the game, we wrapped the Houston corporate office with bold signage and transformed their skybridge into a lifelike football field.

The microsite system processed Sysco sales data and fed more than 90,000 dashboards over a 16-week period. In conjunction with a mobile-first hub, we implemented the company’s first text communication platform, directing registered Sysco customers to the site on a weekly basis.

We designed Coaches Kits and Locker Room Kits for Sysco Associates, which included The Greatest Game wearables, key informational pieces and fun game gear. Associates hand-delivered 8-page printed Playbooks to customers, complete with details on how to play the game. This kicked off additional anticipation and excitement about the new sales resources and tools.

The Results

The microsite and game generated a record count of registrations, with a final count exceeding 96,000, representing an all-time high participation for any Sysco promotion to date.

The microsite generated more than 101,460 sessions and 590,891 page views. Users took advantage of the full capabilities of the site, with more than 2,472 hits to the “Playbook” archive section and 1,000+ emails/downloads of the various tips, product catalogs, videos, and other resources.

The promotion was well received, with 69% of surveyed Sysco Associates rating The Greatest Game as “better” or “much better” than previous promotional programs run by Sysco. In addition, 73% of Associates found the marketing, operational and culinary tips and videos helpful in growing their business.