Football creative that went undefeated (alt).
We’ve been promoting M&T Bank’s partnership with the Buffalo Bills for years now. But this season more than ever, it feels like the community has officially embraced M&T as a brand leader among the team, the fans, and the city – making this year our boldest, most engaging year yet. Are we biased? Maybe a little. But only like 17% [wink].
Bills fans get it.
This was the second year activating on our “Bills Fans Get It” campaign, which celebrates the unique Buffaloisms that only fans appreciate while nodding to all the perks that you can only get at M&T Bank, like custom Bills debit cards, exclusive swag, a Bills Store discount, and more.
On TV.
Beloved Bills radio announcer, Chris Brown, compared every tap to a touchdown. Ft. fans paying in the most Buffalo-coded gameday locations of all, Wegmans and La Nova.
Out of home.
Four new debit card designs joined the Bills Debit Card collection. With personalities that perfectly fit our fans.
In game.
Since we couldn’t feature individual players on the jumbotron, we leaned into our favorite mascot. No AI needed. Just our insanely talented motion artist, Tien.
Keon Coleman partnership work.
No one could wear a sandwich board sign and promote M&T’s season-long 15% off like the ever-entertaining, Keon Coleman.
Just one hour with #0 scored nearly 10k likes, 450+ comments, 700+ shares.
Not to mention a priceless organic surprise and delight irl..
Khalil Shakir partnership work.
Khalil Shakir is the definition of a “gamer”—the kind of player who lets his highlights do the talking while he stays under the social media radar. But for a talent this electric, a quiet feed just wasn’t cutting it. We set out to bridge the gap between his on-field intensity and his off-field personality, humanizing the star through a mix of deep-dive storytelling and playful fan engagement. From celebrating his legendary love for his golden retriever, Penny, to capturing his real-time reactions to the season’s biggest moments, this campaign pulls back the curtain on #10. It’s more than just football; it’s a full-access pass to the man behind the jersey.
Social Feeds
In-game reactions.
And during all the amazing Shakir plays (where do we start), we posted his reactions that matched how the fans were feeling.
God forbid a blue buffalo get a little social commotion.
What started as a @dudewithsign spoof evolved into Billy spoofing big Buffalo moments including Hard Knocks, a Bills Hallmark movie, Josh Allen’s wedding, moving to a new stadium, and saving for pricey Bills tickets.
Filming the fans.
Our street team hit home games with a mic’d up oversized debit card for a series called Debit Card This or That. Fans used the card to pay for one epic (imaginary) gameday thing over another.
Pre- and post-game social.
At least one pregame and postgame Reel or graphic posted for each game. And looking back at the grid now we’re reminded about just how good we really were.
Playoffs.
Finishing the regular season 12-5, the Bills headed into the playoffs Billieving. And so did we.
New flag design.
Starting with a flag redesign – continuing on the tradition we introduced three years ago.
How it started:
How it’s going:
Flag drop countdown.
We teased the new design with a social countdown that caught a lot of attention.
On TV.
Beloved Bills legend, Eric Wood, announced flags were available in branches and encouraged fans to fly ’em high through playoffs.
Flags everywhere you look.
We knew they’d be a big deal. Photoshopping giant flags over iconic landmarks in Buffalo emphasized that.
Supporting the Billieve Together playoff rally.
Our team helped create some fun swag, a mobile rally bus design, and captured some real-time content to share across social.
Playoff swag.
Our art/production team created this swag.
The fan fave: A stadium seat keychain that commemorates the final year of playing in Highmark Stadium.
On social.
Because we planned for playoffs at the start of the season, we had plenty of Debit Card This or That and snowy Shakir playoff messaging.
A last-minute mini-series.
When the flag sold out early into playoffs, we filmed Billy showing up and surprising local organizations every Friday – asking followers to comment where we should go next.
A new good luck charm.
What’s more Bills Fans Get It than a snow sculpture by @ericjonesstudio outside one of M&T’s busiest branches? Fans lined up to take photos, hoping it would bring good luck for the weekend game.
No time is ever wasted billieving.
And though it wasn’t our Super Bowl year here in Buffalo, Bills fans get no time spent fanning is a waste.
Results.
Results like this prove that.
On social:
[SIDE BY SIDE GRAPHIC COMPARISON]
Regular season (X days): Playoffs (X days):
XX,000 engagements.
XX,000 likes.
XX,000 shares.
XX,000 views.
In-season paid digital clicks:
[GRAPHIC]
XX, 000
In-season account openings:
[GRAPHIC]
XX, 000In-season Bills debit card design ordered.
In-season Bills debit cards ordered:
[GRAPHIC]
XX, 000
In classic true-love fashion, one look back at all this work, and our hearts (and hopes) are full again. Here’s to the love we put into what we create, and the love we have for the game.
GO BILLS!
