Social Media Fast Break
People will always remember the Alamo, but basketball fans will remember the 2014 San Antonio Spurs. On June 15, 2014, the Spurs claimed a 104-87 game five victory over the Miami Heat in a showdown that made the most elite professional basketball game of the year look like a dance. The Spurs became five-time NBA champions.
San Antonio’s 2013-14 season was full of impressive statistics, including a league-best 62 wins during the regular season. The Spurs set the bar high at the beginning of their season and raised it with every game, eventually rising to the top and putting the Heat’s two-year championship reign to an end.
The Spurs were not the only ones making headlines in San Antonio. During the NBA playoffs, Express Lube, an official partner of the San Antonio Spurs with 25 locations in the San Antonio area, supported their home team by running a social media campaign that resulted in numbers as exciting as the Spurs’ championship season.
After a successful social media campaign on Facebook and Twitter, which featured a giveaway for a pair of courtside tickets to see the San Antonio Spurs, Express Lube looked for an opportunity to reach their audience again. Harold Smith, Express Lube’s president and founder, challenged Bo Durkop, Express Lube’s director of Fleet Operations, to come up with an idea that would gauge the value of their social media sites.
“Our Spurs Ticket Giveaway was very successful, generating over 1,000 Facebook ‘Likes.’ The giveaway also provided an opportunity to grow our Twitter and Google Plus platforms. Once our fan base was established, we started brainstorming different ideas that would increase our reach and further our success,” Durkop said. “We noticed over time when we would post Spurs-related content on our Facebook and Twitter pages, we would get a lot of engagement. In San Antonio, there is one professional sports team, and it’s the Spurs. People in the San Antonio community are very supportive of the Spurs.”
After realizing the excitement generated by the San Antonio Spurs, Durkop approached Jason Smith, Express Lube’s vice president of Operations, with a game changing idea that would test their social media presence.
“I thought about it and wanted to come up with something big. We’ve tried posing different offers to our Facebook audience in the past with limited success. When I walked in to Jason’s office to tell him about it, the first thing I said was, ‘I know this sounds crazy, but I think it’s a great idea. What if we give away our premium service oil change the morning following a Spurs playoff win?” Durkop said. “I knew the offer would bring in a lot of new customers, and I viewed it as a great opportunity. We would provide excellent service that would hopefully cause the customer to return to us the next time they needed an oil change.”
Express Lube adopted the idea and began offering the promotion immediately, giving away their premium service oil change the day following a Spurs playoff win from 8 to 10 a.m. To ensure a positive experience, Express Lube established guidelines that would promote quick and efficient service. Those who arrived between the hours of 8 and 10 a.m. but did not want to wait received a half-off coupon toward their next premium service oil change through the month of June. Those who mentioned the promotion but arrived after 10 a.m. received $10 off their service.