NFL
Building a fanbase for the future
Overview
Out of their helmets and into the social feed
In its 100th season, the NFL faced a challenge connecting with younger audiences as competing media and cultural shifts threatened its future growth. To engage Gen Z and unify the League's diverse fanbase, we developed a new marketing approach centered on social media—understanding each platform's unique behaviors and trends to establish an inclusive, celebratory presence that showcased players' personalities and passed the torch to the next generation.
Opportunity
Take inclusivity to a whole new level by offering fans everywhere the opportunity to add their voice
Activating at the Super Bowl
We ensured fans everywhere could have a presence at Super Bowl LIV by turning their tweets of support into the official game day confetti. As the Chiefs claimed victory, the canons went off, showering players, coaches and the media with fan love. While the press had a field day reporting on the stunt, perhaps the strongest endorsement was found on eBay as fans swiftly took to the site to sell confetti they had plucked from the stands of Hard Rock Stadium, Miami.
It was maybe the only brand-related experiment over the course of the evening that onlookers didn’t hate.
