Live to the Full Heroes
Through its sponsorship of the Big 12 Basketball Tournament, Phillips 66 wanted to drive awareness of its new mission and tagline, "Live to the Full," based on the belief that the gas pump isn't a final destination but a launch pad to what comes next in life.
Our fully integrated community relations campaign honored three unsung heroes for making an impact on the Kansas City community through sports.
The “Live to the Full Heroes” included a volunteer who helps special-needs kids play sports, another who brings kids and police officers together for pickup basketball, and a 92-year-old founder of a granny basketball league that plays for charity.
All were honored at the semifinal game in Sprint Center with a $6,600 donation to a nonprofit of their choice.
Media outreach and robust social content helped share their stories. The slam-dunk results: 4.5M users reached, 1.3M engagements and 86M earned media impressions.