Challenge:
XanGo, the first company to market a premium mangosteen beverage, XanGo Juice, signed a milestone front-of-jersey sponsorship deal with Real Salt Lake of Major League Soccer. Amplify’s challenge was to help the upstart brand determine how best to maximize the value of its investment and optimize publicity for the announcement.
Solution:
Amplify created a fully integrated marketing and communications activation plan to yield significant publicity for XanGo and its Real Salt Lake and MLS partners. Initiatives included a media tour featuring Real Salt Lake team owner Dave Checketts and a local market program built around the World’s Largest Jersey. The giant jersey, signed by thousands of team fans and other local citizens, made appearances throughout Salt Lake City before finding a home in the corner of the team’s home field.
Results:
XanGo’s sponsorship activation plan generated over 70 million PR impressions for the brand, the team and the league, including national stories in the Wall Street Journal, Sports Illustrated and ESPN.
