IdeaQuest was hired by Bold Penguin to create a strategic sponsorship model and find the right property to make a "splash" with their first-ever integrated B2B partnership to help increase their brand awareness. I was challenged to find a highly-visible sponsorship opportunity within a six-hour driving distance from Bold Penguin's headquarters. After presenting a few opportunities to Bold Penguin's CEO, IdeaQuest was asked to represent Bold Penguin and negotiate a partnership with the Pittsburgh Penguins, who was looking for a helmet partner. I designed, negotiated and activate Bold Penguins partnership with the Pittsburgh Penguins. Bold Penguin became the official Insurance Technology Provider for the Pittsburgh Penguins, a new category that I helped to carve out. In addition, I negotiated a robust partnership asset package including the official helmet partner of the Pittsburgh Penguins, an annual video series and a mix of social and digital assets to drive awareness.
01 - The Launch
Bold Penguin x the Pittsburgh Penguins
In under 30 days, the Bold Penguin and Pittsburgh Penguins' marketing teams, alongside IdeaQuest, put together a strategic launch of the partnership. I was an integral part of the team working on the communications plan that included a video teasing the Bold Penguin as the newest helmet partner. Watch the video that helped to put Bold Penguin on the map and increase their brand awareness!