In anticipation of Bally Bet launching its mobile sportsbook app in Tennessee in Fall 2024, I was challenged with establishing brand presence in the state ahead of time.

Utilizing a value bank of ~$20,000 and a paid partnership with the Nashville Predators, I created Goals for Gear — a social campaign designed to generate engagement on the Bally Bet Instagram page, improve brand awareness and grow a following in Tennessee.

The mechanic was simple: Bally’s would give away a jersey every time the Predators scored at home the last six weeks of the season. All fans had to do was interact with the account — share a post specific to the game onto their story and comment their favorite player. No deposit or transaction required.

I not only pitched this campaign, but I ran it from start to finish, including the approval of creative, writing of all social posts, coordinating with members of the Predators’ social team and interacting with winners after each game.

This campaign generated almost 500 entries per game, a 7,500% increase on in month-over-month, and saw Bally’s give away 25 jerseys. Check out some highlights below!