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Chicago, IL 60601
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Leo Burnett Detroit’s “The Bench” Among MVPs at Shorty Awards

The Shorty Awards honor the best use of social media, apps and videos, and at this year’s awards, Leo Burnett Detroit was a big player in the game, winning Best Twitter Campaign for NCAA’s “The Bench.”

The campaign was created to spread the word on the NCAA’s changes to its academic eligibility standards for student athletes, and there was no better way to reach the young audience than through a clever social media campaign. So, LB Detroit launched “The Bench,” a character whose goal was to keep kids from being benched in college and to encourage them to excel both in the classroom and on the court — or on the field, in the pool. “The Bench” also drove them to the eligibility site,

Through the Twitter handle @TalkingBench, the character evolved into a strong social media presence. “The Bench” was also integrated across other media and strategically placed in and around high schools. In only three months time, @TalkingBench had 25,000 followers and increased traffic to by 680 percent.

Check out the case study to see why “The Bench” made LB Detroit a winner in the Shorty’s game.