AB&C's trolling billboard gives back to Eagles, Chiefs foundations

With the campaign going viral, AB&C donated $2,500 each to the Eagles Autism Foundation and Kansas City’s Hunt Family Foundation,

The agency replaced the 816-323-GO KC billboard with a new message: “Hey, KC, Thanks for Answering the Call. Donations made to Hunt Family Foundation and Eagles Autism Foundation.” The  “Thanks, Philly” board went live this weekend as well.

“The response has been overwhelming and amazing to watch,” said Steve Merino,  AB&C’s chief creative officer. “Whether people were taking part because of their spirit of competition, out of curiosity or to support the cause, we achieved what we set out to do. Both cities win. Now we just want to say thanks.”

On Feb. 4, AB&C's billboard greeting  commuters on I-435 in Kansas City. It featured the message  “816-323-GO KC—call for a pep rally in your pocket.” Callers were greeted with “Fly, Eagles, Fly” fight song.

AB&C pledged to donate $1 per call to both the Eagles Autism Foundation and Kansas City’s Hunt Family Foundation, with a total donation maximum of $2,500 going to each charity.

Hundreds of thousands of fans through the phone number, billboard, social and news media responded.

Engagement numbers exceeded expectations. As of late afternoon on Friday, Feb. 7 - less than 48 hours after the campaign kickoff - activity on AB&C’s social channels alone had generated 192,114 impressions; 2,030 likes/reactions; 1,301 shares; and 248 comments.

Also, within 48 hours, this shared content generated 356,639 impressions (X/Twitter only); 80,587 likes/reactions; 30,361 shares; and 4,616 comments.

Also,  a range of digital and broadcast media outlets, including the Fox outlets in Kansas City and Philadelphia as well as others, helped added to the reach of the campaign.

AB&C is the largest marketing communications firm in Delaware and has long operated an office in Philadelphia.