“Family. Football. Financial security.” That’s the emphasis for Lincoln Financial Group’s new content series that spotlights stories about the need for financial planning.
The effort is a trendy example of newsjacking: The release is timed with the start of the 2021-2022 NFL season. And it’s also an example of purpose-driven digital storytelling, using the stories of everyday fans—not NFL stars—to highlight the power of Lincoln Financial’s offerings.
With the help of former Eagles player Connor Barwin—who now works as an exec with the team—Lincoln celebrates and elevates the backstories of each featured fan before concluding with a personalized tribute that celebrates their unique fandom and financial journey.
“We are fortunate to have a longstanding partnership with the Eagles, and we worked alongside their Fan Services area to review the stories of many passionate fans,” says Angela Laubmeier, vice president of advertising and sponsorships for Lincoln Financial Group.
“This year was our first year putting the fans in the spotlight — instead of only players or personnel. We’re excited to see the reactions of Eagles Nation as they watch their fellow fans’ moving stories.”