New York Life x College Basketball

Basketball is Life (Insurance)

The Situation

Passion. Loyalty. Resolve. College basketball fans and New York Life Company have a lot of crossover. But no one ever accused college age fans of being great at planning ahead. New York Life wanted to encourage young fans to establish brand affinity & preference and demonstrate that planning ahead now with a little expert guidance, is worth it for the future.

The Solution

Own the Pac-12 and ACC tournaments on-air, online, in and around arenas. Our New York Life “Gameplanners'' became the go-to experts for assisting fans with the logistics of attending multiple games. We created digital assets, digital fan engagements, and in-game activations all with a distinct message of encouraging fans to “Be Good at Life''.

New York Life Donation Dash game in Augmented Reality

Enduring Impact


67% aided brand recall among all fans & highest recall percentage of all activating brands

Broadcast Value

84% of the total broadcast value versus all other sponsors at the ACC Tournament