DIRECTV For Business partnered with Big Chicken and the Shaquille O’Neal Foundation to celebrate the NCAA Tournament and beginning of the Sweet Sixteen. To promote the partnership, the groups procured former UNLV and NBA star, Larry Johnson to conduct a national media tour and on-site event at Big Chicken where he met with fans, signed autographs, and took photos. Lead up, in person, and post social media were also included to bring exposure to all parties.
The media outreach generated several pieces of coverage, including: The Dan Le Batard Show, TMZ Sports, USA Today, The Jim Rome Show, NBA TV – Handles, FOX Sports Radio – The Doug Gottlieb Show and ESPN Radio – Canty & Carlin, NBC/CW Las Vegas, and CBS – Las Vegas, among several others. Total impressions amounted to 100,207,124.