REBRANDING AN NFL FRANCHISE IN 365 DAYS
First we unfurled 80 foot tall banners on the stadium to announce to the 250,000 passers by each day that a new day was rising.
Then we unveiled a completely redesigned digital experience. First by unveiling a new site shaped by marrying better UX and design that also was informed by NFL analytics platform.
Then we gave the fans a new way to engage in digital and social, gave them a community and a hashtag to thread together their love of the team with each other. We even used aggregator technology to carry this experience into the stadium on gameday. This allowed them to immerse themselves in the team, the game and with each other on mobile devices in real time. Much of their UGC was then broadcast to the jumbotrons and monitors throughout the venue.
Then we reimagined the in stadium experience and dressed the stadium with brand imagery and copy that brought all of the branding to the stadium where they could literally walk among it.
Then we created a new in-stadium video to hype the crowd. It created an interactive experience between the real cannons firing from the ship in our stadium with the cannons firing in the video. Choreographed pyrotechnics in-stadium made the experience even more intense for fans and led to player introductions onto the field.
Social posts became reflectors of pop culture and brand core values.
We began to leverage mascot as pop cultural icon. Made him a tweeter and social media personality as well as a super fan.
We worked players into virals.
We were the first professional sports team to parody Gangnam Style.
Resulted in 4 million plus views, international media coverage and appearance on Today show.
Then we hit the tube with a new look that gave beleaguered fans a new reason to believe in our logo (the Buccaneers battle flag).
We reacted quickly to the acquisition of one of the nation's most elite players with a spot welcoming him to our world.