Find sponsor for documentary “100 years of Duke Basketball” DVD created by Bombo Sports.
Chase / Bank One
Chase / Bank One wanted to increase awareness / sign-ups of co-branded credit card with Duke University.
Integration into marketing plan via all channels: Logo on front cover of DVD Commercial at beginning of DVD Credit card insert included with DVD Duke Office of Alumni Affairs sent email / direct mail communications to all members Chase used captivating DVD as acquisition premium at tabling stations at basketball games Alumni club screenings Product also sold at Duke store, in catalog and in traditional retail stores in regional area.
Chase strengthened bond / connection with Duke, especially important after Coach K appeared in TV commercials for American Express Breakthrough product has longer shelf life / more meaning than traditional premiums like t-shirts / caps.