OVERVIEW
Caffeine's partner marketing work brought together live programming, established cultural communities, and a platform built around audience participation. The marketing task was to create a clear path from discovering a partner's content to joining the experience on Caffeine and returning for future programming. As Partner Marketing Manager, Ayanna Henderson worked across partner relationships, campaign development, live content, and distribution — with a focus on two specific campaign spotlights: The Drew League and Tommy the Clown's "3 DA Hard Way." Together, the work shows how partner marketing connected sports, dance, and entertainment audiences with platform discovery and repeat engagement.
SERVICES
THE CHALLENGE
An established fan base does not automatically become an active audience on a different platform. Basketball fans might discover a highlight on Instagram, follow a player on Twitter, or watch clips on YouTube without knowing when a Caffeine program was scheduled or why they should join it. The challenge was to connect those behaviors — communicating the programming, explaining the next action, and giving audiences reasons to participate beyond watching a single clip. The work also had to coordinate partner promotion, creative delivery, live-event moments, and platform merchandising around fixed programming dates. For Drew League, that meant building on basketball's relationship with hip-hop, sneakers, athletes, and local culture. For Tommy the Clown, it meant connecting an existing dance audience with a recurring tournament experience and a direct invitation to watch on Caffeine.
OUR APPROACH
The campaign strategy organized promotion around a connected audience journey: discovery through partner and social content; a clear invitation to download or join Caffeine; participation during live programming; and reminders, highlights, and recaps that supported a return visit. Each channel had a distinct job — short-form social content created anticipation and surfaced memorable moments; partner accounts provided a trusted introduction; YouTube offered longer promotional content and a bridge to the Caffeine experience; email and push connected programming to specific viewing opportunities; on-platform placements helped audiences find relevant shows once they arrived. For Drew League, campaign planning covered audience targeting across basketball, Ballislife, battle rap, and sneaker communities; content capture categories including athlete arrivals, sneakers, personalities, and game action; on-site activation concepts including a Caffeine-branded step-and-repeat, QR codes, and mobile broadcasting; social strategy across YouTube, TikTok, Instagram, and Twitter; and push-notification sequences tied to the programming rhythm. For Tommy the Clown's "3 DA Hard Way," the campaign included a defined tournament concept with a bright metallic creative identity, coordinated Instagram and YouTube promotion, a YouTube simulcast with a live-chat invitation to join on Caffeine, a dedicated campaign email, and push notifications timed to each tournament date. Ayanna also managed real-time social media during live events, captured and repurposed event content, produced weekly email and SMS campaigns, and conducted post-event performance analysis across all channels.
THE RESULTS
2
Signature campaign spotlights — The Drew League and Tommy the Clown's "3 DA Hard Way" — each with integrated audience, content, and distribution strategies
360°
Multi-channel campaigns spanning social, YouTube, email, SMS, push notifications, on-platform placements, and live event activation
8+
Key content partners including URLTV, Ball Is Life, Drew League, Tommy the Clown, All Def, In The Lab, and Berrics
Live
Real-time social media management, content capture, and highlight repurposing executed during live events
CAMPAIGNS & PARTNERS
CAMPAIGN SPOTLIGHT
The Drew League
Ayanna shot Drew League games live and edited content in real time for distribution on Caffeine. Campaign strategy covered audience targeting across basketball, Ballislife, battle rap, and sneaker communities; on-site content capture including athlete arrivals, sneakers, personalities, and game action; on-site activation with a Caffeine-branded step-and-repeat, QR codes, and mobile broadcasting; and a full social push across YouTube, TikTok, Instagram, and Twitter with push-notification sequences tied to the programming schedule.
CAMPAIGN SPOTLIGHT
Tommy the Clown — 3 DA Hard Way
Tournament campaign for Tommy the Clown's dance competition series, built around a bright metallic creative identity. Scope included coordinated Instagram and YouTube promotion, a YouTube simulcast with a live-chat invitation to join on Caffeine, a dedicated campaign email, and push notifications timed to each tournament date. Real-time social management and content capture executed during live events.
PARTNER
URLTV — Primetime Season 2
Promotional campaign for URL TV's Primetime Season 2 live programming on Caffeine. Multi-channel distribution strategy connecting URL's established battle rap audience with the Caffeine platform experience through social content, email, and on-platform placements.
PARTNER NETWORK
Content Partner Ecosystem
Ongoing partner marketing across Caffeine's broader content network — including Ball Is Life, All Def, In The Lab, and The Berrics. Each partnership required tailored audience positioning, content planning, and distribution coordination to connect established fan communities with live programming on the platform.
This experience informs AHM's approach to brands, sports properties, creators, and live events. A campaign needs a clear offer, a coordinated content plan, a practical audience path, and a delivery process that fits the programming schedule.
— Ayanna Henderson Marketing
SCOPE OF WORK
Partner campaign development and coordination; audience and cultural positioning; partner communication; content and channel planning; creative and asset briefing; live-event capture and repurposing; real-time social editing and publishing; recap content; email and SMS support; push-notification planning; on-platform promotional coordination; on-site activation concepts; acquisition and retargeting strategy; influencer opportunity planning; programming calendars; and performance review.
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