Philadelphia Ad Agency Aloysius Butler & Clark Thanks Chiefs and Eagles Fans for Answering the Call

Overwhelming response to agency’s “trolling billboard” in Kansas City engages hundreds of thousands of fans to help raise money for charities in both cities.

PHILADELPHIA (Feb. 9, 2025) — Aloysius Butler & Clark (AB&C), one of the largest independent full-service marketing communications agencies on the East Coast, today demonstrated what brotherly love is all about by replacing its “trolling billboard” next to Arrowhead Stadium with one thanking Kansas City residents for joining in the fun—and ensuring the agency made its maximum intended donation to two charities. AB&C has placed a similar board near Lincoln Financial Field, thanking Philadelphians.

In response to the original campaign going viral and prompting AB&C to donate $2,500 each to the Eagles Autism Foundation and Kansas City’s Hunt Family Foundation, at 8:00 a.m. (CST) today, 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 corresponding “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 went live with a billboard to capture the attention of commuters on I-435 in Kansas City. It featured a compelling message: “816-323-GO KC—call for a pep rally in your pocket.” Callers were greeted by a rousing version of the “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 to each charity. In true Philadelphia Eagles style, engagement with the campaign “soared,” connecting hundreds of thousands of fans through the phone number, billboard, social and news media in a show of pride for their respective teams.

Campaign Metrics

While the agency anticipated social media and PR efforts would play a big role in the success of the campaign, 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.

However, the real “viral power” came from other people and organizations—ranging from news outlets and sports influencers to fans in both cities and beyond—posting on their own social channels. Again, within 48 hours, this shared content generated 356,639 impressions (X/Twitter only); 80,587 likes/reactions; 30,361 shares; and 4,616 comments.

In addition, a range of digital and broadcast media outlets, including the Fox outlets in Kansas City and Philadelphia as well as many others, helped extend the reach of the campaign.

About AB&C

Aloysius Butler & Clark (AB&C) is one of the largest independent full-service marketing communications agencies on the East Coast. Proudly founded in Wilmington, Delaware, with additional offices in Philadelphia and Bloomsburg, Pennsylvania, AB&C has played a significant role in the industry for over 50 years. Our clients are regional, national and international in scope—and concentrated in five core market segments: healthcare, behavior change, recruitment marketing, consumer and specialty B2B.