The Iron Workers Local Union No. 3 developed a unique partnership with Penn State Sports Properties in order to increase awareness and integrate their brand with the history of Nittany Lions Football.
IRON WORKERS UNION AND PENN STATE
Penn State Sports Properties created a promotion in which fans would “build” the 125th anniversary football team via an on-line voting platform (here) and culminated with an all-time team poster giveaway at the 2011 regular season finale. Since Iron Workers Local No. 3 helped build Beaver Stadium, Penn State is an historic partner and a natural tie-in.
The Iron Workers Local Union No. 3 was able to effectively generate awareness by leveraging both radio and in-venue promotional assets, and anchored that message by sharing the story of their role in building Beaver Stadium. This creative sponsorship campaign has served a dual-purpose for the union by stimulating awareness in the region and evoking pride amongst its members.
After seeing a great return on investment, the Iron Workers Local Union No. 3 now consider this promotion to be crucial in spreading their marketing message.
“We are very excited to be a part of the Penn State Nittany Lion Football program and helping to spread the word of our message in stimulating the good work that our members do.” -Danielle Harshman, Iron Workers Union