How Will This Fund Firm Play Its New Campaign?
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Tuesday, July 14, 2020

How Will This Fund Firm Play Its New Campaign?

The team at American Century Investments [profile] has launched a marketing campaign, timed with the Kansas City, Missouri-based firm's annual celebrity golf tournament, American Century Championship (which this year was a TV-only event due to the coronavirus pandemic). The campaign, entitled "The Future. How Will You Play It?" includes a television commercial, a social media contest, and a landing page.

"Life is unpredictable and full of unexpected turns, but 'how we play it' can mean the difference between thriving and just getting by," Erik Schneberger, chief marketing officer at American Century, stated. "American Century looks for opportunities even in the most unpredictable times, always optimistic about what the future holds. Our goal is to partner with clients to develop a plan that is built for the long-term and empowers them to move forward with confidence and conviction."

"Within the broadcast viewers will see the new commercial spot showing regular people — presumably stuck at home — doing trick golf shots illustrating the curveballs of everyday life," Schneberger tells MFWire via email.

The commercial advertising the campaign aired from July 10 through 12 during the televised American Century Championship on NBC, NBC Sports Network and the Golf Channel.

"For the social media contest, participants must upload a trick shot video to Twitter or Instagram and include the hashtags #PlayItACC and #contest. For the trick shot video, any kind of ball can be used as long as it's hit with a golf club," Schneberger tells MFWire, noting that the submission deadline was today. "The 3 winners will be selected and receive two general admission tickets to the three-day 2021 American Century Championship plus airfare and hotel accommodations."

"The event is designed to help build our brand with a broad audience. We hope the campaign drives viewership of the tournament on NBC," Schneberger tells MFWire adding that: "This year, all prize monies for American Century Championship and other corporate donations will be distributed to the Equal Justice Initiative, Lake Tahoe-area non-profits and COVID relief charities: the Notah Begay III (NB3) Foundation and the Center for Disaster Philanthropy COVID-19 Response Fund, continuing the tournamentís longstanding commitment to supporting worthy causes."

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