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2023 COLDWELL BANKER MEDIA TENTPOLE CAMPAIGN
Dream + Move Meter Match Ups
In case you missed it, The Move Meter is now available on ColdwellBankerHomes.com! The Move Meter is a tool that uses data to compare two different locations to determine if a move to one of the locations would be beneficial for clients/consumers. Agents can begin using this tool with their clients and potential clients today!
The Move Meter is playing a big role in the Coldwell Banker® brand’s latest media campaign. The reigning champ of real estate advertising returns to the field in a big way with the 2023 media tentpole campaign. This campaign is an awesome opportunity to allow Coldwell Banker agents and offices to become top of mind for the 2024 spring selling season. Through a media ad buy on Amazon Prime Video, you’ll see Coldwell Banker featured in America’s most popular sport throughout the 17-week season. The buy will feature custom “Move Meter Match Ups” spots during the pre-show of select Thursday Night Football NFL games. This ad buy also includes Dream + Move Meter ads running during select games on the streaming service. To prepare, view the schedule of Coldwell Banker ads airing during Thursday Night Football games.
UNVEILING THE MOVE METER MATCHUP
A major part of the media campaign is the Move Meter Match Up. The Move Meter Match Up will serve to compare the two playing teams from a real estate perspective to determine which of the two team cities could be the best place to call home. Move Meter Match Up ads will air during select games on Amazon Prime Video as well as across social media.
Thursday, 11/2/2023
Titans vs Steelers
Thursday, 12/7/23
Patriots vs Steelers
THE PLAYBOOK FOR LOCAL DOMINATION
To bring this campaign to life in your local markets, we’ve created a suite of marketing assets and resources that you can use for any type of sporting event, even if your area does not have a major NFL team. The Campaign Activation Guide will be your go-to resource for all campaign related materials. This guide will be updated throughout the course of the campaign, so keep checking back for the latest content.
CUSTOM MOVE METER MATCH UP TEMPLATES
You can create your own Move Meter Match Ups by using custom social and video templates. On Marketing Center, we have multiple customizable social concepts available in a variety of sizes, including vertical, square, and wide formats that make sharing weekly or local match ups on social a breeze.
Then, create tailored Move Meter Match Up videos on Custom Video*. This template is fully customizable – with multiple color, sport, and upload options – so you can create endless “match ups” between professional, college, or local rivalries in your area. The Move Meter Match Up video template can be customized in horizontal (16:9), square (1:1) and vertical (9:16) formats. If your interested in making a custom video match Up reach out to me and I can help :).
MOXIENGAGE DRIP CAMPAIGN
If you’re a fan of email marketing, we will soon have a number of unique email templates that you and the agents in your office can access via MoxiEngage. In fact, there will be 16 individual email templates, one for each Thursday Night Football game that Coldwell Banker will have a presence in. Each email template features the Move Meter Match Up video for the specific game it corresponds to and allows you to modify the call-to-action, add your company or a personal website, and more. The emails will be pre-loaded as a drip campaign, and MoxiEngage will automatically send the emails on your behalf with no further action needed.
OFFLINE ACTIVATION IDEAS
We’ve also put our heads together to come up with a few fun offline ideas to activate the campaign. For instance, your office could host a tailgate party or attend a local game to show your support and grab picture or video content to use in your promotions. Check out the Campaign Activation Guide for more ideas to help you unleash the full potential of this campaign.
DRIVING IMPACTFUL VALUE
This campaign, running from late August until the end of the year, is positioned to bring immense value and exposure to Coldwell Banker through a significant increase in audience reach and impressions. It increases awareness through the fall and winter months to ensure local Coldwell Banker agents and offices are top of mind for consumers when the spring selling season rolls around.
I can’t wait to see all of the creative ways that you bring this campaign to life over the next few months! Be sure to tag @ColdwellBanker in any social media posts and use the hashtags #DreamWithCB and #MoveMeter.
*Reminder that Custom Video is currently open to Marketing personnel and company leadership only, at no additional charge.
