Pfizer Case Study

Opportunity

Pfizer, a leading pharmaceutical company, had a unique opportunity to benefit from a college basketball-focused advertising campaign. By aligning its brand with student-athletes, Pfizer was able to tap into the passion and loyalty of college basketball fans. As the provider of one of the approved COVID-19 vaccines, Pfizer positioned itself as a trusted partner in the fight against the pandemic. The brand believed it could increase its visibility through a positive association with the student- athletes, and potentially drive vaccine adoption among the target audience.

Objectives

The primary objective of this campaign was to increase awareness about COVID-19 vaccination among the target audience. Taking SEC game footage and the group rights of the student- athletes' NIL featured, the campaign aimed to capture the attention of college basketball fans and leverage the influence of student-athletes to promote the importance of getting vaccinated.

Activation

A college basketball-focused advertising initiative was launched with the aim of promoting COVID-19 vaccination awareness. The campaign utilized footage from SEC games and leveraged the group rights of the student athletes' NIL featured. Notably, student-athletes Dylan Cardwell (Center #44) Chris Moore (Forward #5) and Jaylin Williams (Forward #2) collaborated with Pfizer to create a powerful co-branded message encouraging vaccination.