AB&C Trolls Kansas City Chiefs Fans Ahead of the Big Game

Hours after the Eagles’ stunning NFC championship win, chants of “E-A-G-L-E-S” were still echoing along Broad Street. Fans were furiously booking trips to New Orleans. Meanwhile, a small team at AB&C was quietly and quickly plotting their next move. Ahead of the Eagles’ return to the “big game,” AB&C set out to give our Philly faithful a unique way to shout our team pride from the rooftops and take a fun jab at KC fans along the way.

We strategically placed a billboard outside Arrowhead Stadium, and in just one week, we made headlines around the country and raised money for two great causes.

Here’s how things played out:

Several days before the big game in New Orleans, AB&C went live with a billboard on I-435. It featured a local Kansas City area code and a compelling message: “816-323-GO KC—call for a pep rally in your pocket.” Callers were greeted not by a KC message, but a rousing version of the “Fly, Eagles, Fly!” fight song instead. In a press release posted 24 hours later, AB&C took credit for the stunt. But our campaign wasn’t just about making some noise—it was also about making an impact. In our release, we explained our pledge to donate $1 per call to a designated charity in both Kansas City and Philadelphia, with a total donation maximum of $2,500 to the Hunt Family Foundation and the Eagles Autism Foundation.

The response was overwhelming. While maybe not as fast as a Saquon Barkley sprint into the endzone, our billboard quickly went viral, gaining the attention and engagement of not only the people driving by but also millions of people across the country—thanks to a little (tush) push from our social and PR teams. Over seven days, engagement metrics exceeded expectations:

• Total social media impressions: 639,050

• Total number of news stories: 107

• Calls to the board’s phone number: 333,487

The day of the Eagles’ big win, we replaced the original billboard with a new message: “Hey, KC, Thanks for Answering the Call. Donations made to the Hunt Family Foundation and Eagles Autism Foundation.” We also placed a corresponding “Thanks, Philly” board near Lincoln Financial Field.

Everything came together to generate these numbers. We saw activity on our own social channels as well as posts from other people and organizations, ranging from news outlets and sports influencers to fans in both cities and beyond. Major media outlets also covered the story, including network affiliates in Philadelphia and Kansas City, USA TODAY Sports, Yahoo! Sports, MSN, Vice, DraftKings, Reddit and many others.

The Eagles’ return to the big game gave AB&C a unique opportunity to put our agency resources and expertise to work, showing our Philadelphia spirit, engaging fans from both cities in a fun rivalry and giving back to both communities in a meaningful way. In true AB&C fashion, we pushed ourselves to see just “how high” we could fly with the Eagles. We are incredibly happy to show the country what the City of Brotherly Love is all about. And we appreciate all who joined in to show their team spirit.