Running the San Antonio Tricentennial’s End-To-End Social Media

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Together with the Tribe, managing the San Antonio Tricentennial’s end-to-end social media was an opportunity I cherished. The opportunity to reach so many and to communicate such a historic event was something I’ll always remember.

Below is a brief skeleton summary of our social plan of attack we undertook upon taking over the account in July 2017 and lasting through December 2018.

2017: The Build Up

Hyping New Year’s Eve

  • During July through November, teaser “Brand Awareness” objective ads ran, teasing the Tricentennial’s huge New Year’s Eve celebration to kickoff the year.
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • Ads were extremely successful in generating awareness, excitement, and curiosity, garnering 75,575 engagements and 442 shares over 5 months
  • As New Year’s Eve approached closer in December, we launched 5 concurrent campaigns, each focusing on a different KPI objective.
    • An Event Response campaign, directing people to RSVP the New Year’s Celebration event page (different creative graphics were used, A/B tested for performance)
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • A Website Traffic focused campaign, designed to attract San Antonians to the New Year’s Eve celebration’s landing page, where folks could learn more about more about the event and logistics
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • Additional ads directed viewers to the event’s VIP ticket purchase landing page
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • Complimentary posts highlighted miscellaneous event logistics, in addition to posts counting down the days to the celebration
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • Concurrent campaigns further drew hype to the Tricentennial as a whole, highlighting the Tricentennial’s brand new website, calling for volunteer help, spotlighting national news, and teasing upcoming Tricentennial year programs
  • Promoting the Tricentennial’s new website
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • Calling for volunteers, sponsors, and partners
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • Highlighting programs and upcoming partner events
  • Arts and Culture
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • Highlighting Merchandise
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • December 31st – January 1st – New Year’s Eve Celebration: Kicking off the Tricentennial

    • End-to-end live social media coverage gave San Antonians at home a glimpse of the celebration.
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • Highlighting Merchandise
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • Commemorative Week, the centerpiece week of the Tricentennial, was supported by a multi-tiered build-up campaign, focused on generating awareness, website traffic, and Facebook event responses.
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing
  • An interactive video series, featuring San Antonio Spurs’ Game Host, Chuck Curaeu, further sparked  excitement
SA San Antonio 300 Tricentennial Social Media | Tribu Digital Marketing

2018 Tricentennial Facebooks stats:

    • 38,948 Shares
    • 22,987 Comments
    • 303,000 reactions
    • 76,000 link clicks for the year
    • 26,000+ unique San Antonians reached every day
    • 12 million + impressions amazed
    • Each 411 Facebook posts published in 2018 generated an average of 888.5 engagements per post


We’re thrilled for the opportunity to provide this caliber of results to your brand. Fill out our contact form or give us a call, and let’s chat!

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Tribu Digital Strategist

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