SOCIAL GALA:
AN EVENING WITH JOHN LEGEND.
CLIENT: 500 STRONG, the pinnacle of 15 Club experience. The 15 Club Marketplace is a VIP membership portal. It gives members unprecedented access to Kentucky Student-Athletes including player content, experiences, autographs, events, exclusive player merchandise, memorabilia and personal appearances.
CLIENT
BODYARMOR
Positioning BODYARMOR as the sports drink of choice for the next generation–the youth and young adult market– and demonstrating the Brand’s commitment to youth sports.
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overview/challenge
The 15 Club, an innovative initiative designed to engage Kentucky fans with student-athletes through NIL (Name, Image, and Likeness) activities, hosted an exclusive event titled “An Evening with John Legend.” This event, aimed at rewarding the loyalty and support of 500 select members, showcased the club’s commitment to providing unique experiences and strengthening the connection between fans and athletes. The 15 Club a (University of Kentucky NIL collective) created “500 Strong” which is an exclusive membership club for top-level UK boosters. The 15 Club then needed a way to put on a luxurious event for the 500 Strong membership recruitment.
The 15 Club partnered with BBIM to create an unforgettable event, featuring a live concert by world-renowned musician John Legend at the Central Bank Center. “An Evening with John Legend” was a huge success, engaging and rewarding The 15 Club members while promoting NIL activities and enhancing member benefits. The event reinforced the club’s mission to support Kentucky athletes through impactful, innovative experiences and will inspire more unique events that strengthen the bond between fans and student-athletes.
Here’s the Outcome
Feedback from the attendees was overwhelmingly positive, with members praising the exclusive nature of the event. The event successfully increased member engagement and loyalty as many attendees expressed a renewed commitment to supporting the 15 Club and its initiates. The event drew immense attention to the 15 Club’s efforts in NIL activities and awareness across the broader Kentucky fanbase. Extensive media coverage included: WLEX 18, FOX21 News Colorado, Courier Journal, TOPS, and many more!
Here’s How
BBIM transformed the venue with lavish decor, creating an intimate, once-in-a-lifetime experience for 500 Strong members. We meticulously organized every detail, from tables and seating charts to production equipment and an ice sculpture. We also handled all the event essentials, including beverages, food, toiletries, and even medicine for John Legend. On-site BBIM staff managed check-in, Lexus Lounge, and media monitoring, while the team executed both paid and organic social media and email campaigns for the event.
Venue Selection
Central Bank Center was chosen for its location, elegant ambiance, and state-of-the-art facilities, providing an ideal setting for an intimate concert with a world-renowned artist.
Artist Engagement
Securing John Legend, a highly acclaimed artist, added significant value to the event, attracting attendees and creating a buzz within The 15 Club community.
Customized Experience
Guests were treated to custom wine glasses, exclusive gift boxes with limited-edition merch/memorabilia, & gourmet food paired with specialty cocktails.
Intimate Concert Experience
John Legend delivered an unforgettable performance, engaging with the audience and creating an intimate atmosphere. His set included a mix of his classic hits and new releases, ensuring a dynamic and entertaining experience.
Member Interaction
The event facilitated interaction between members, fostering a sense of community and shared passion for supporting KY athletes. Special meet-and-greet opportunities were organized, allowing for personal interaction with John Legend.
NIL Advocacy
Presentations and displays showcased the impact of NIL on student-athletes, with testimonials and visuals highlighting how The 15 Club’s support boosts their success and well-being.
