The Greatest Game Campaign


About The Greatest Game

As the official foodservice partner of the 2017 Houston Host Committee, Sysco Foods, the largest food distributor in the U.S. and Canada, needed a creative partner to brand their largest promotion to-date. A 16-week customer-facing promotion (August – December 2016), leveraging the excitement of football season with the sales of Sysco Brand and supplier products encouraging both the Sysco Sales Team and their community of Customers to up their “A” game and play for a chance to win a once-in-a-lifetime grand prize trip to Super Bowl 51.
Key Objectives

Excite and Engage

Generate excitement at both Corporate and OpCo levels. Excite, engage and incite Customers to register and to stay involved over the 16-week period. Identify fresh tools that put both registered Customers and Associates in the best position to win.
The Greatest Game™ by Sysco® not only demonstrated the match-up of America’s beloved sport of football, the deliciousness of the season’s favorite foods, and the chance to win a trip to the Super Bowl, but it exemplified the one-of-kind offering of this promotion. To deliver on the promise of The Greatest Game™, we wrapped the Houston Corporate facility with larger-than-life signage and transformed their skybridge into a life-size football field. A mobile-first micro-site was designed and programmed to give registered customers a customized and content rich experience, refreshing and updating scoreboards, tips & trends and winners from week to week. And in conjunction with a mobile-first hub, we implemented the company’s first ever text communication platform, directing registered customers to the site on a weekly basis.
Additionally, for sales associates, we designed Coaches Kits and Locker Room Kits with The Greatest Game™ wearables, key informational pieces and fun game gear. And to initiate excitement with our customers, we had associates hand-deliver printed Playbooks with the official 411 on “How to Play”, creating anticipation and excitement around the new resources and tools available.

The Result

Most Successful Sysco Program

We created Sysco’s first ever, mobile-first initiative, engaging each customer to participate against other competitors on their smart phones. We reached an all-time high for any Sysco promotion to-date with 94,621 registrations, exceeding our personal benchmark of 75,000 registrations. Since August 28, 2016 syscogreatestgame.com has generated over 101,450 sessions and 590,891 page views. The Greatest Game was highly effective at associate involvement, at driving behavior and at creating incremental sales.