Chase Center hosts Haney vs. Prograis
The 6th Annual Awards
- Best Use of Multi-Platform
ABOUT THIS ENTRY
Chase Center hosted its first-ever boxing match featuring Bay Area native Devin Haney and delivered engaging social content across multiple platforms throughout the entire event cycle. From the announcement to the press conference, to the weigh-in, to the fight, Chase Center social media accounts were taking fans behind the scenes at every turn.
How does this represent “Excellence in Engagement”?
By providing 360-degree coverage from announcement through the event day of the Chase Center’s first boxing match, fans beyond ticket holders were brought ”onsite” to the event. Meeting fanbases where they are on multiple platforms allowed our reach to extend far beyond just the ticket holders with engaging content. We leaned into the athlete’s stories, the hype of the match, and the storylines of what the event meant to the building in a way that showed up differently and uniquely on each platform.
The content from this event totaled 6.2 million impressions and 353.6K engagements—this is approximately 344-times more digital eyeballs on the event than ticket holders itself. As sports has been a leading force in creating culture online, arena social brands have historically been focused on pushing tickets and primarily speaking to ticket holders. The content plan executed for this event tapped into the fans who followed the sport and the athletes themselves, all through the lens of our arena’s brand.
Objective
Our Chase Center social handles have a diverse following. They are hyper-local to the Bay Area, fans of basketball, sure, but also fans of the various artists that come through our arena every year. The Chase Center social channels strive to deliver fan-first content for every event, giving our followers a 360-degree view of the game, concert, show, or--in this case--boxing match, that comes through our doors. The Haney vs. Prograis fight was Chase Center's first ever boxing match, and it featured Bay Area native Devin Haney, which was a key component in our storytelling throughout our months-long coverage.
Strategy & Execution
In order to deliver 360-coverage, we needed to diversify our content across platforms, and do so for multiple events. Our coverage began with a livestream of the announcement of the fight at a press conference in our plaza. We conducted sit-down interviews with the fighters in the lead up to the fight, covered the weigh-in, and on fight night, had backstage access in the locker rooms, created new vantage points by mounting cameras in the rafters, and were in position ringside to give fans unprecedented access after the fight.
Organizations
- Golden State Warriors
- Chase Center
- Matchroom Boxing
Links
Credits
Daniel Pedroza
Sr. Director, Social Media
Golden State Warriors and Chase Center
Hannah Avdalovic
Sr. Manager, Chase Center Social Media
Golden State Warriors and Chase Center
Liz He
Coordinator, Social Media
Golden State Warriors and Chase Center
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
