The recap:
For the past 34 years, Phillips 66 has been the title sponsor of the Men’s and Women’s Big 12 Basketball Championships, which is the longest-running collegiate sponsorship in history. We are proud to showcase your brand year after year – with a variety of promotions, activations and fan engagement. Through our support of the Big 12 Conference, your site(s) have been established as a business that is setting a foundation of growth for your community’s youth in and beyond the classroom.
As a part of our Big 12 sponsorship, Phillips 66 is committed to extending our support to the educational foundation for these universities, donating more than $66,000 to the Big 12 Scholarship Fund, celebrating our 26th year supporting higher education.
To accomplish higher education, one must be supported through their developmental years, which is why the Phillips 66 brand has continued to champion its Live to the Full Heroes™, now in its fifth year.
So, how did this result in a ‘W’ for your business? The promotion of these programs and sharing of these Live to The Full stories positioned your site(s) as champions of your community – with consumers feeling like their fill-ups are filling their community’s educators and students with the funds and support they need to change lives. See below for this season’s highlights and a replay of the final Big-12 Championship games in Kansas City.
The highlights:
- Brand activation at the Men’s and Women’s Big 12 Basketball Championships
- Drove 12MM+ consumer impressions through digital media
- More than 1,500 fans created their own slam dunk poster at the Posterizer activation, receiving more than 180 million consumer impressions through earned media efforts
- On-court promotions during every game. See this video for one.
- Significant branding around stadiums
- As part of our Live to the Full Heroes program, Phillips 66 donated more than $100,000 to DonorChoose to fund educational projects at public schools in Kansas City, Amarillo and Lubbock. Our Live to the Full Heroes program has received more than 228 Million consumer impressions through earned media efforts.
- Donated $66,000 to the Big 12 Scholarship fund
The replay:
For a full replay of this year’s tournament, check out this video to see how your brand helped fans Live to the Full®.
