KeyBank sponsored Cavs Snuggie Night at the Cleveland Cavaliers game against the Detroit Pistons. Over 20,562 custom-made Cavaliers Snuggies were given to all fans in attendance. The event was officially recognised by Guinness World Records as the “Largest gathering of people wearing fleece blankets.” To extend the promotion beyond the arena, KeyBank handed out commemorative magnets certifying that fans participated in this record-breaking attempt. The handout promoted the chance to get additional Snuggies in local KeyBank branches with the purchase of a Key Possibilities MasterCard Gift Card.During six months of planning and cross-branding with the Cavs, Snuggie, Flip Video, Guinness World Records, and MasterCard over 20 components were developed to support the event and drive traffic to branches, including a microsite, mass media campaign, PR efforts, guerilla marketing tactics, and viral videos. Pre-game messaging built awareness and post-game messaging drove traffic to the branches, micro site and social networks.

The KeyBank event included cross-branding and planning with mega brands the Cleveland Cavaliers, Snuggie, Flip Video, Guinness World Records and MasterCard, all were part of the creative while keeping the KeyBank brand and message at the forefront. Embracing the fun-nature of the Snuggie, the creative featured Cleveland Cavalier Anderson Varejao wearing the Cavs Snuggie.Over 20 components were developed to support the event including:- 35,000 custom-made Snuggies- Commemorative magnet handout/promo flyer- Microsite with Show Us Your Snuggie sweepstakes- TV and print - Viral Videos- Custom Snuggie boxes- Media tour- Press releases including event videos and photosEvery component was developed to be part of a cohesive effort to build interest and response with fans and gain national attention from traditional and social media outlets. Pre-game messaging built excitement and awareness, post-game messaging drove traffic to the branches, microsite and social networks.

Pre-game buzz starting a week before the event caused people to pre-sell their Cavs Snuggies on eBay and drove tickets prices for the game to 10 times more than face value. Chatter on social networks such as Twitter, Facebook, MySpace and Flickr before and after Cavs Snuggie Night has been immeasurable. Over 778,889,975 media impressions have been tracked between broadcast, magazine, newspaper and online mediums. Northeastern Ohio KeyBank branches sold out of the Cavs Snuggies in two days, and were able to cross-sell additional products and services. The event itself exceeded all expectations of the Cavs organisation, KeyBank and Snuggie.