Klein Tools
Turning a media tour into a ratings-worthy moment for Klein Tools
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the situation
Klein Tools set out to amplify its sponsorship of SkillsUSA’s National Signing Day—a pivotal moment when high school students commit to skilled trade careers, apprenticeships, or advanced technical training. To break through, Klein Tools partnered with Motion to create a high-impact media moment featuring NFL quarterback Jimmy Garoppolo and his father, Tony Garoppolo, using their authentic father-son dynamic to spotlight the skilled trades workforce gap.
The challenge? Execute a complex, multi-market Satellite Media Tour (SMT) timed precisely with the NFL Draft—while coordinating Jimmy and Tony’s schedules across San Francisco and Chicago, delivering a seamless broadcast experience across top-tier national outlets.
the acceleration
Motion engineered a fully turnkey, hybrid SMT that connected Jimmy Garoppolo live from San Francisco with Tony Garoppolo in Chicago, creating a cohesive, broadcast-ready experience across television, radio, and digital platforms.
With meticulous game-planning, Motion synchronized interviews with NFL Draft coverage, maximizing relevance and momentum. The tour featured live video interviews, dynamic photo roll-ins, and custom lower-third graphics—ensuring every appearance felt polished, timely, and on-brand.
the results
Motion delivered a standout media tour that far exceeded expectations, generating 91.8 million impressions across 37 airings and 30 total interviews—well above the average 67 million impressions typically delivered by an SMT.
Coverage spanned premier national platforms including ESPN Radio, SiriusXM, CBS Sports Radio, NFL Radio, Yahoo Sports, NFL.com, CNBC, and FanSided.
By flawlessly blending live broadcast execution, celebrity storytelling, and cultural relevance, Motion proved it has mastered the art of the modern hybrid media tour—delivering impact at scale and creating a moment that resonated with audiences nationwide.
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