USA Swimming is thrilled to announce SwimToday has received the National Sports Forum SAMMY (Sales Advertising Marketing Management Idea of the Year) Award for 2016 for its summer two-phase campaign – partnering with Finding Dory and the #SwimUnited campaign.
During swimming’s biggest events of U.S. Olympic Team Trials – Swimming and the 2016 Olympic Games in Rio de Janeiro the campaign saw a 98% increase in swim team searches on SwimToday.org and more than double the Google searches for “Swimming + Team” than the past three Olympic Games.
“USA Swimming is honored to be selected for the SAMMY Award out of such a talented group of finalists,” said Jake Grosser, USA Swimming Marketing Manager. “The success of the campaign was overwhelming and we’re excited to see the long-lasting effect on our membership as we start the 2017 swim season.”
The first phase of the campaign focused on USA Swimming’s partnership with Disney’s Finding Dory that encouraged families and fans to “Just Keep Swimming” onto a team. The second phase concentrated on user-generated social media content using #SwimUnited from fans, members and celebrities such as Ludacris, Tony Parker and Conan O’Brien.
Highlights of the campaign included:
- Customized Team USA caps Dory cast and celebrities – over 60 celebrities posted to social media with #SwimUnited generating a reach of over 60,000,000.
- Personalized Splash magazine covers to USA Swimming’s 400,000 members
- Videos showcasing Olympic medalists before they were elite swimmers to break down entry barriers to the sport resulting in over 300,000 views on YouTube. Watch the video here.
- A series of SwimToday artwork that combines creative Americana taglines with images of National Team athletes alongside age group swimmers.
The National Sports Forum SAMMY Award recognizes the year’s most outstanding idea in regards to the overall objective, action and results. It was developed to give recognition to organizations who came up with a stellar idea, and followed through showing big results. USA Swimming teamed up with Colle + McVoy to create the two-part campaign that beat out five finalists: Coca-Cola Company, Orlando Magic, Ohio University, PCG SportsDesk Media and the Philadelphia Flyers.
For more information on SwimToday and the #SwimUnited Campaign visitwww.swimtoday.org.
SwimToday is a first-of-its-kind marketing collaboration within the swimming industry. It is a joint, industry effort created to promote and grow participation in the sport of swimming. The campaign is led by USA Swimming, Arena USA, Speedo USA and TYR Sport, with additional support from the following aquatic organizations: American Swimming Coaches Association, National Swimming Pool Foundation, Swimming World magazine, TeamUnify, Counsilman-Hunsaker and USA Swimming Foundation. Creative support is provided by Colle+McVoy, a Minneapolis-based advertising agency.
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