Noble Energy | Noble Energy and Denver Broncos Partner for Day of Service

Challenge

Noble Energy and Denver Broncos employees both believe strongly in giving back to the Colorado community but needed a way to capture and promote their partnership through a Day of Service project with the Denver Public Schools (DPS) Foundation. The Day of Service included volunteers from both organizations who did yard work, painted, and helped with field day events throughout the morning. Additionally, in the afternoon, Noble Energy provided transportation for 50 students to Mile High Stadium for a behind-the-scenes tour, lunch, check presentation and visit with the Denver Broncos cheerleaders and Miles the mascot. Organizers from both groups wanted to engage and elevate their employees, bring awareness to the partnership with DPS and engage and expand their audiences on social media.

Solution

The Day of Service was scheduled at DPS’s Cheltenham Elementary School, in the shadow of the Broncos’ home field at Mile High Stadium. The CenterTable digital and video production team worked with the community relations teams from Noble and the Broncos to develop and execute a comprehensive content plan that included live photography, video and other interactive content to capture the event in a timely and cohesive manner to maximize visibility. Additionally, the #NobleActs hashtag was devised to help group both this event and future Noble volunteer events under one searchable content stream.

Results
2 million

2.4 million Twitter impressions on the #NobleActs hashtag

8%

Grew Noble Instagram followers by 8 percent

1377 viewers

1,377 unique, day-of Facebook Live viewers

  • The branding of the event remained consistent amongst Noble and Broncos social media accounts, with consistent and engaging usage of the new #NobleActs hashtag throughout the day — a hashtag that often appeared side-by-side with the Broncos’ existing and popular #BeAChampion hashtag.
  • The top associated keywords from the day showed that the conversation stayed on message, with the check presentation, the trip Cheltenham students were able to take to Mile High Stadium, the appearance of a Broncos player Justin Simmons as well as the DPS and Broncos partnerships all being well represented through content that saw above-average engagement rates.
  • The sentiment associated with Noble Energy throughout the day was immensely positive, featuring such recurring associated keywords as “donation”, “dance”, “excited” and “alongside”.