When Philadelphia Eagles center Jason Kelce professed his love for Dippin’ Dots on his New Heights podcast with brother Travis Kelce, the brand was eager to leverage this serendipitous organic mention for even greater exposure. The Vault team helped Dippin’ Dots turn the mention into a major publicity play through a quick turnaround campaign, including a fun-filled tailgate celebration. We were nimble, scrappy and get ’er done – just like Jason Kelce!
“The best thing about any amusement park is not the rides, it’s the Dippin’ Dots,” Jason proclaimed on his podcast. After hearing that, the Dippin’ Dots team immediately reached out to Jason’s manager to coordinate details for delivery of a Dippin’ Dots freezer to the offensive line locker room – just in time for Jason’s birthday and the Eagles’ game against the Dallas Cowboys.
Sent in a matter of hours (with a big Eagles-green bow on top), the freezer was an immediate hit with Jason and his teammates. Jason organically posted an Instagram carousel with photos of the team enjoying Dippin’ Dots, with the freezer front and center, to his audience of 1.3 million followers and counting.
The fun didn’t stop with the surprise delivery. Vault helped coordinate a pop-up birthday party for Jason at popular Philadelphia tailgate destination Xfinity Live! before the Philadelphia Eagles vs. Dallas Cowboys game on Nov. 5, giving away brand swag and thousands of FREE Dippin’ Dots to fans. The team got creative to curate an exclusive Eagles-inspired menu including O-Line crunch, Brotherly Shove Banana Split, ICEE Blitz, and Bird-Day cake.
Of course, every party host needs to send out invitations. Vault pitched both national and local Philadelphia media to share birthday celebration and freezer delivery details, plus Dippin’ Dots samples, to promote the activation. The team also secured three Philadelphia-based influencers to help generate excitement for the party through their Instagram Stories, and to join us on-site for the event where they shared real-time content from Xfinity Live!
Not only was the Dippin’ Dots celebration fun for fans, it was a huge success for the brand. Vault’s media relations efforts for the action-packed campaign garnered 13 news stories, 167,835,944 impressions and $56,552 in publicity value.
Influencer content added to the exciting results with 16 Instagram stories that reached a combined audience of 125,300 followers. Activation partner Xfinity Live! reshared influencer content, as well as posted their own content to their official Instagram account of 39,000+ followers. Talk about a sweet victory!