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Case Study:
Travel, Hospitality
BOB Hotels (Boutique on Budget) is a modern, affordable hotel concept based in Tallahassee, Florida, offering stylish design and high-end amenities at accessible prices. Located near FSU, FAMU, downtown, and the airport, it’s praised for comfort, cleanliness, and convenience. BOB Hotels has quickly become one of the top-rated stays in the area.
BOB Hotels partnered with Postgame to support local student-athletes for showcasing the hotel’s vibe through authentic social content, while strengthening connections with their followers - specifically the FSU and FAMU communities.
The Challenges: Navigating Brand Identity and Local Reach in a Competitive Market
Partnering with a mix of athletes from different sports a reach diverse fan bases, it complicates campaign planning. Each sport has its own audience, culture, and seasonal rhythms, making it harder to create cohesive, effective messaging that appeals to all segments without diluting the brand. These challenges require thoughtful, strategic storytelling to establish BOB Hotels as both accessible and aspirational in the Tallahassee market.
Although partnering with a mix of athletes from different sports allows BOB Hotels to reach diverse fan bases, it complicates campaign planningas each sport has its own audience, culture, and seasonal rhythms, making it more difficult to create cohesive, effective messaging that appeals to all segments without diluting the brand. These challenges require thoughtful, strategic storytelling to establish BOB Hotels as both accessible and aspirational in the Tallahassee market.
The Solution: Staycations + Community Connections
Each athlete who participated in the NIL Campaign were provided an opportunity to experience BOB Hotels through their own 'staycation' while being in Tallahassee over the summer. During the staycation, each athlete (and their teammates) would document their experience at the hotel with a compilation video posted to their Instagram Feed shortly after - making their fans, parents, friends and opponents aware of the hotel to consider for future travel plans to Tallahassee.
Economic impact stays local. By reinvesting booking dollars into local student-athletes instead of national sponsorships, BOB Hotels builds credibility and goodwill within the Tallahassee community.
Authenticity over ads. Partnering with real athletes to create genuine, relatable content helps convey the hotel’s unique style and value without relying on expensive, overly polished marketing.
Shared pride. Featuring athletes from a range of sports fosters broad community engagement—guests enjoy seeing their favorite players on-site, while athletes feel supported by a brand that champions them publicly.
The Result
Over 25 athletes participated including FSU Quarterback (Brock Glenn), FSU Men's Basketball Player (Chauncey Wiggins), multiple members of the FSU Cheerleading Team and more. Each athlete created and posted an Instagram Reel video as well as a carousel of Instagram Photos and one Instagram Story linking to the hotel website to drive bookings - as well as over 500,000 views within one week.
The full-team staycation concept was a direct result of BOB Hotels’ NIL partnership strategy, designed to create meaningful, on-brand experiences for local student-athletes. By inviting athletes to stay with a few teammates, the hotel showcased its vibrant atmosphere through authentic, lived-in moments—like sunrise cappuccino runs, impromptu artisan pizza dinners, and post-practice movie marathons in signature heavenly beds. These stays not only deepened relationships with the athletes but also generated organic social content that resonated with their followers. The response was clear: athletes and their agents gave glowing feedback, and fan engagement in the comment sections confirmed the content’s impact. Ultimately, the activation brought the BOB vibe to life in a way that felt real, relaxed, and perfectly on-brand.
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