Picking Up Enterprise Customers With Branded Sports Content

An official NHL and NCAA sponsor, Enterprise looked to Cannonball for help in making authentic connections with fans.

Our strategy was to create a calendar of diverse, engaging video content that “picks up” viewers through the power of sports. Sometimes funny, other times inspiring, our goal was to tell stories that move viewers emotionally.

Ultimately, we developed and produced video content that piqued fans’ interest and engagement from a variety of angles – scripted and unscripted – ranging from 30 seconds to 30 minutes. Below is a sample of the work, and the numbers that prove how purposeful sports storytelling has the power to move the hearts and minds of fans.

"THE ROAD THROUGH WARROAD: HOCKEYTOWN USA"

“The Road Through Warroad: Hockeytown USA” is a 30-minute original documentary film that premiered on NBC Sports, serving as the finale of the network’s Hockey Day in America broadcast. Cannonball was responsible for the concept, development and production of the entire documentary.

:30 Promo Trailer

The film tells the story of Warroad, Minnesota, a small town of less than 2,000 people that has produced seven Olympic hockey players, five NHL players and more than 80 Division 1 college players (you can read more about the project here). While the film celebrated the grassroots of hockey, it also leveraged Enterprise’s NHL sponsorship through exclusive access to players and footage.

Full Documentary Film

Key Results

  • The national broadcast premiere nearly tripled YAGO time period rating, and almost doubled the network average (including live sports)
  • From a social/digital standpoint, NBC Sports saw 10x views over previous high water benchmark on Facebook, doubled and tripled all pre-existing unit interaction and viewership benchmarks, and saw 5-10% higher video completion rates, regardless of length
  • NBC Sports now considers this campaign their gold standard and template for content distribution

"THE RIDE HOME"

Enterprise is a long-time supporter of NCAA and youth athletics. To support the brand’s commitment to amateur sports, Cannonball found a true story that was bigger than any game, built upon a surprising statistic: 70% of all kids quit playing sports by age 13, and the ride home with mom and dad can be a big reason why. This video set out to change that.

Digital Video

Key Results

  • “The Ride Home” picked up organic momentum on social media as bloggers/influencers like Scary Mommy wrote about and shared the story with their followers
  • 10.99% higher video video rate than benchmark

“ALL THE LITTLE PICK UPS”

Debuting during the NCAA tournament, this story of a young basketball player and all the times someone picks him up helped Enterprise make an emotional connection with fans during the tourney. Originally shot as a long form digital piece, the film was then cut-down to a :30 broadcast spot that ran nationally during the tournament.

Digital Video

Key Results:

  • Enterprise made it to the annual “Brand Madness” bracket’s championship game based on how broadcast drove digital/social engagement and brand sentiment, out-ranking 14 of the tournament’s other primary sponsors
  • Over 2 million views on Facebook and Youtube
Mom Hockey Bench

"MOM HOCKEY"

Leading up to Mother’s Day, Cannonball helped Enterprise introduce the untold story of “Mom Hockey” – a nationwide league of hockey moms who put the pads on themselves every Sunday night.

Digital Video Series

Additional “Mom Hockey” stories looked at what inspired individual moms like Nicole and Kathleen to start playing.

Key Results

  • 12.8% higher video completion rate than benchmark
  • Over 1 million video views and over 5.4 million impressions

“WATCH PARTY”

As a companion piece to Enterprise’s “Family Reunion” broadcast spot (a previous Cannonball production), we brought back the characters fans loved for March Madness – this time scoring laughs at a NCAA watch party.

Digital Video

Martain Brodeur Used car

"ALL THE PLACES LIFE TAKES MARTY"

For Enterprise’s 2017 NHL broadcast campaign, Cannonball developed digital video content that served as an extension of our national TV spot featuring legendary NHL goalie Martin Brodeur. In the spot, we showcase all the different ways Enterprise picks up Marty.

:30 TV Spot

Digital content extensions featured Marty engaging with specific lines of Enterprise business, like Exotic car rental and truck rental.

Digital Short: “Martin Brodeur Rents an Exotic Car”

Digital Short: “Martin Brodeur’s Awards”

Before the playoffs, we helped Enterprise pump up fans for the NHL Stanley Cup Playoffs.

Digital Short: “Martin Brodeur’s Playoff Countdown”