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Chicago 2016

Royal Readers: How Kansas City Public Library used social media to engage a community and support the Kansas City Royals

While not the first strategy most brands consider, intriguing opportunities exist to attach a brand's social media presence to high visibility events. As the Kansas City Royals began their 2015 run to the World Championship, the Kansas City Public Library inserted itself into the post-season social media hype. The library created Royals-themed book poetry photos, sharing the images to tweak public libraries in the cities of Royals opponents. The campaign earned national media attention in the US and Canada, and provided a clear boost in the Kansas City Public Library online audience.

This case study will translate this sports-related success story into actionable strategies to:

  • Creatively identify appropriate events offering attention opportunities for your brand
  • Develop a workable real-time approach to launch and respond to event-related social conversations
  • Capture metrics to document the strategy’s brand impact

Kaite Stover
Kansas City Public Library

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