ACTION Heat Check

Service Industry NIL Marketing Campaign

ACTION Plumbing, Heating, AC, and Electrical is a family-owned business that has served Lincoln and Southeast Nebraska for over 50 years. They are a trusted name for delivering honest, high-quality services. To promote water heater replacement in a fresh and engaging way, ACTION partnered with UNANIMOUS to launch Heat Check, a service industry NIL marketing campaign that connected dependable home comfort with the energy of local basketball. The campaign used athlete-driven social content, professional video production, and targeted promotion to make a practical homeowner need feel timely, memorable, and easy to act on.

Campaign Concept & Messaging

The Heat Check campaign connected the urgency of water heater performance with the energy of the Nebraska Men's Basketball season. The concept gave homeowners a simple question to consider: is your water heater still delivering, or is it time for a heat check? Campaign messaging leaned into familiar sports language while keeping the service offering clear, approachable, and easy to understand. This created a natural bridge between NIL talent, local fandom, Bradford White products, and ACTION’s reputation for reliable service.

Hukser Men's Basketball player, Pryce Sandfort, posing with a water heater

Partnership with Pryce Sandfort

UNANIMOUS helped ACTION leverage a partnership with Pryce Sandfort to bring the campaign to life through a recognizable local athlete connection. His presence added relevance, energy, and personality to the campaign while helping the message reach audiences who already follow Nebraska sports.

Partnership with Kent Pavelka

The campaign also featured a partnership with Kent Pavelka, whose familiar voice and connection to Nebraska basketball strengthened the credibility and local appeal of the campaign. His involvement gave the content a broadcast-style quality that felt instantly recognizable to the audience. By pairing his presence with the Heat Check concept, the campaign created a strong connection between game-day excitement and the everyday need for dependable hot water.

Kent Pavelka posing with a water heater in his broadcasting uniform

Organic & Paid Social Media Promotion

The Heat Check campaign used a combination of organic and paid social media promotion to expand reach and drive homeowner awareness. Organic content helped ACTION show up consistently with timely, personality-driven posts, while paid social media placed the campaign in front of targeted local audiences. Together, these efforts helped turn a seasonal campaign idea into a strategic marketing push built to generate visibility, engagement, and service inquiries.

Social media graphic defining "Heat Check"

Kent Pavelka's checklist for needing a water heater upgrade

Kent Pavelka with a Bradford White water heater

Organic Social Media Partnership with Bradford White

ACTION’s partnership with Bradford White added another layer of credibility and reach to the campaign. Organic social media content highlighted the value of professional installation, trusted equipment, and reliable service from a local provider. By aligning ACTION’s home service expertise with Bradford White’s product reputation, the campaign reinforced a clear message: when homeowners need dependable hot water, ACTION and Bradford White make a strong team.

Social Video & Photo Production

UNANIMOUS developed video and photography assets to support the Heat Check campaign across digital platforms. Production captured campaign talent, key messaging, and product-focused visuals in a way that felt polished, engaging, and authentic to ACTION’s brand. Built with social media in mind, these assets gave the campaign flexibility across organic posts, paid promotion, and other digital touchpoints.

Hot water heater with Bradford White and ACTION sticker

Pryce Sandfort playing basketball in an ACTION uniform

Pryce Sandfort and Kent Pavelka posing with a hot water heater

Social Reel 1

This playful reel brought Pryce Sandfort face-to-face with the real MVP of the campaign: a Bradford White water heater. By pairing basketball moves with an unexpected product co-star, the reel turned a practical home comfort message into a scroll-stopping moment.

Social Reel 2

This reel leaned fully into the “Heat Check” concept, showing Pryce making shot after shot, including the ones that shouldn't go in but somehow do. The quick, energetic format gave the campaign a fun social-first hook while reinforcing the idea that when your hot water is performing, you know it.

Social Reel 3

The launch video introduced the Heat Check campaign with Pryce as the familiar face guiding the message. It connected ACTION’s trusted service, Bradford White’s water heater products, and the basketball-inspired campaign theme in a clear, engaging way that set the tone for the full social media rollout.