Capabilities Prepared for:

CHALLENGE

Create buzz for Bud Light and its NFL partners.

SOLUTION

The Cleveland Browns went 0-16 in 2017. But their fans stuck by them, and that inspired Bud Light to reward their loyalty with free beer. The only catch? The Browns would have to break the losing streak. We installed 37 “Victory Fridges” throughout Cleveland in strategically selected bars across the city and seeded the promotion with national influencers and media.  The Victory Fridges were sealed by chains and digital locks, only to be opened by a signal that we’d send the moment the Browns won their first game in nearly two seasons. On September 20th, the Browns defeated the Jets and pandemonium ensued.

IMPACT

The stunt came as close to “breaking the internet” as almost anything we’d seen in 2018, garnering more than 100k mentions across social, print, and broadcast media and earned more than one billion impressions. The result was an earned media value of more than $9M.

CHALLENGE​

To provide an entire weekend experience for 500 retailers, wholesalers, and 20 of AB North America’s top executives at Super Bowl LIV that would not only be unforgettable, but would also positively impact the brand’s image and likeness.  On top of the jammed packed weekend, we were asked to offset the costs of these events so Bud Light does not pay a dime.​​

SOLUTION​

We collaborated across Anheuser-Busch’s many departments with multiple clients including: brand and experiential marketing, sales, government affairs, wholesaler development and regional teams to invite guests to attend Super Bowl LIV in Miami, FL. The weekend experience provided white glove service and a weekend full of “only at Super Bowl experiences” including a takeover of Grand Beach Hotel Surfside, a resort with 5-star service, a VIP space at Super Bowl Music Fest, a private Bud Light Seltzer launch party with Jake Owen, a pre-game Chalk Talk with Tom Brady, and a private tailgate space within the OnLocation Tailgate experience. ​Lastly, we created a comfortable environment, not forced, where AB hosts had the chance to introduce their retailers and wholesalers to all of Anheuser-Busch’s MANCOM executives and discuss potential opportunities for increased Bud Light sales in 2020.​

​IMPACT​

We continue to be a one-stop-shop for Bud Light, allowing them to continually push the standards for events like Super Bowl by customizing not only the creative, but the talent, event logistics, and branding to their audience.​ The attendee and client feedback of the program was superior to all previous Super Bowl’s due to the team’s foresight of event locations and overcoming operational obstacles, while still maintaining the premium nature that Miami not only needed, but demanded.

CHALLENGE

Develop an engaging fan activation for Super Bowl Experience following Lowe’s first season as an NFL partner. Lowe’s needed the activation to highlight their relationship with the NFL in a unique way, while also highlighting their key vendor partners.

SOLUTION

We developed Lowe’s Hometown to answer the question of where NFL mascots go to sleep as the experiential element of Lowe’s Super Bowl campaign, “Bring it Home.” The activation featured 32 custom-built mascot dwellings that included team logos, colors, characteristics of each team’s region and fan traditions all in one. Each dwelling was constructed using key Lowe’s vendors and products such as Lowe’s Top Choice Lumber, Valspar paint, Scott’s greenery and soil, and used more than six tons of Lowe’s Top Choice lumber. These mascot “homes” and the neighborhood they collectively formed served as interactive photo opportunities for fans of every NFL team attending Super Bowl Experience.

IMPACT

Throughout the week, NFL Network captured Lowe’s Hometown multiple times in their telecasts (17). As part of the satellite media tour, Lowe’s Hometown received 590 televised placements and 261.4M UVPM impressions.

CHALLENGE

Amplify and activate Lowe’s presenting sponsorship rights of the NFL Draft on ESPN and NFL Network. Enhance the introduction of a new brand campaign that shifted focus from a customary product promotion to a message recognizing and thanking associates.

SOLUTION

Lowe’s partnered with NFL talent Joe Burrow, Christian McCaffrey and Tua Tagovailoa to participate in a ‘Call it Forward’ program where they each made videoconference calls to store associates from their hometowns.  Via these calls, associates where thanked for their work and invited to a future game. The content was amplified across social media, digital, radio and TV creating an omnichannel campaign.

IMPACT

Lowe’s Draft rights and accompanying amplification reached an audience of:

• 55 million viewers of the NFL Draft
• 330 million social media impressions
• 100 million paid media impressions
• 1.4 billion earned media impressions

Highlights included:

• Christian McCaffrey video segment included within the Draft, before the Panthers first pick of the first round
• Christian McCaffrey video segment on day 2 of the NFL Draft-A-Thon
• Mention of the Lowe’s associate thank you program within a Joe Burrow story that aired on the NBC Nightly News with Lester Holt on the night of the Draft
• Recognition of associates on Fox Sports Radio segments
• Instagram posts by Joe Burrow, Tua Tagovailoa, and Christian McCaffrey

CHALLENGE

Increase fan awareness of Courtyard’s status as the Official Hotel of the NFL by delivering an unparalleled experience for NFL fans.

SOLUTION

Courtyard hosted their social contest for the 5th consecutive year giving fans a chance to win the ultimate Super Bowl Sleepover. We worked directly with the NFL to build a Courtyard hotel room in each of the host Super Bowl stadium, providing an exclusive experience for winners to wake up at the Super Bowl, being the first ones at the game.  Besides sleeping at the stadium, the winners were also treated to a once-in-a-lifetime experiences, including the winners being revealed by NFL legend Peyton Manning, a private meet and greet with Eli Manning, “breakfast in bed” with Dak Prescott, and dinner with Von Miller.

IMPACT

Through the Super Bowl Sleepover, Courtyard by Marriott achieved massively successful results and drove NFL fan engagement. In 2020 alone, the contest garnered over 313 Million PR impressions and featured in over 262 media publications. Over the contests 5 year timeframe, Courtyard has gone from last in the NFL’s proprietary sponsorship awareness study to second, behind only Anheuser-Bush, for a fraction of the budget.

CHALLENGE

Increase consumer awareness of Courtyard by Marriott as the Official Hotel Sponsor of the NFL and highlight the Marriott Bonvoy loyalty program by leveraging the International Series.

SOLUTION

Over the past 5 years, we have created exclusive fan experiences at the NFL International Series to showcase the Marriott Bonvoy program to new and existing members in both London and Mexico City.

In London, we brought the American tailgating experience to London fans at Regent Street by serving American BBQ, creating touchdown dance contests, decorating fans with face paint, and hosting meet and greets with NFL legends to get fans ready for the game. For game day, we provided VIP hospitality for Marriott Bonvoy members at both Wembley Stadium and Tottenham Hotspur Stadium. Experiences included watching the game from private suites, where guests received exclusive NFL access to the stadium, player appearance by NFL greats such as Jon Dorenbos and Tony Boselli, meet and greets with team cheerleaders, and a Q&A sessions with NFL Legends.

In Mexico City, we created the Courtyard Fan Fiesta at the NFL Mexico Fan experience. The physical space promoted Courtyard as the Official Hotel Sponsor of the NFL and engaged thousands of local NFL fans. At the game, we hosted Marriott Bonvoy members in an exclusive VIP lounge at Azteca Stadium, featuring a surprise and delight moment with NFL Legend Nick Hadwick.

IMPACT

We have hosted over 200 members over 5 years, and in 2019 alone, our footprint in Mexico City reached over 33,000 game day attendees, and produced 3.2M social impressions. These fan experiences in both London & Mexico City exceeded members expectations year after year, reminding them why they chose to be a Marriott Bonvoy member.

CHALLENGE

Design & produce an exclusive VIP experience for Marriott Bonvoy Visa cardholders at SBLIV in Miami.

SOLUTION

We concepted, designed and produced an exclusive musical experience featuring the Grammy Award winning duo, The Chainsmokers. Our team transformed South Beach’s Temple House, a white box space to create a fully immersive experience, equipped with projection mapping, surround sound and LED staging.  The party, hosted by NFL MVP Lamar Jackson and All-Pro Jason Whitten, allowed Marriott Bonvoy members and Visa cardholders to be front row for the performance, meet NFL talent and enjoy some of Miami’s finest food.

IMPACT

The brands hosted over 400 attendees with programing including NFL talent appearances from Rich Eisen, Lamar Jackson and Jason Witten, a performance by The Chainsmokers, and a dynamic photo op with props. 300 packages were auctioned on Marriott Moments, equaling over 4MM Marriott Bonvoy points redeemed, highlighting the value that both Visa and Marriott brings to its most loyal cardholders.

CHALLENGE
How do we develop Eagles’ branding to better reflect the team and reconnect their circuit with the City of Brotherly Love?

SOLUTION

Truth and authenticity were key to building trust among one of the most demanding fan bases in sports. That strategy was reflected in a brand that is true to the city itself. Our “Tough Love” brand demonstrates how the bond between the city and team is as deep and profound as the bond shared between family members. Honest, raw, and unfiltered, it cracked the cultural code of the region and immediately struck a nerve with one of the most fickle fan bases in professional sports.

IMPACT

• 2.56 million views drawn from the 2017 seasonal anthem video
• 40,000 impressions generated from 2017 TV, outdoor, and online campaigns
• Public relations attention from countless sports blogs, the New York Daily News, and The Tonight Show Starring Jimmy Fallon, as well as free airplay on television and radio outlets
• 26% increase in season ticket renewals
• 100% increase in season ticket sales
• Eagles were the only team to sell out Wildcard Weekend within 24 hours

CHALLENGE

To celebrate their centennial season, the NFL challenged us to develop a series of fan-centric, one-of-a-kind experiences that paid tribute to generations of fans, leveraged star players, and unite the communities that helped build the league.

SOLUTION

We designed and produced 10 once-in-a-lifetime, money can’t buy experiences such as: Travis Kelce in Your Wedding, Season Tickets for 100 Years, Fantasy Draft at NFL HQ with Commissioner Goodell, Turkey Bowl at Lambeau Field with Brett Favre, and a ride in the Disney World parade with Super Bowl LIV MVP, Patrick Mahomes.

IMPACT

The campaign generated 21M video views, 94M impressions, and 3.2M engagements on NFL Social Media.