Solution
Gerdau Ameristeel is one of the nation's leading recyclers and suppliers of steel. Based in Tampa, the company was seeking to build its brand through a 2009 Tampa Bay Super Bowl Host Committee Sponsorship. The company had very little experience developing large scale sponsorship activations and called on Leader to develop and execute the campaign. With the knowledge that the company had recently led the demolition and scrapping of all of the Orange Bowl Stadium steel, we developed a concept to repurpose that steel into a large-scale structure and twelve smaller sculptures highlighting the 12 playoff teams. Each of the 12 smaller sculptures was auctioned off to raise money to build a house in Tampa through Habitat for Humanity. The large scale structure, which could change colors based on input by consumers around the world through an internet connection, became the backdrop for ESPN's coverage of the game.
Service
Leader provided comprehensive event, project and public relations management for the program. We negotiated deals with artists, managed critical civic relationships, coordinated ESPN elements and provided the onsite execution team.
Success
The resulting media and consumer reaction was swift and broad. National coverage was generated for the program and Gerdau Ameristeel accomplished all of their branding and marketing goals.