TWO WORLDS
This project was a huge opportunity to define a new type of sports brand. A progressive digital brand crossed with the most traditional of sports. The concept was clear from the start, two very different worlds coming together for the benefit of their fans. On one side we have the bold, simplicity of the maverick Yahoo! brand. On the other side of the scrimmage line, the massive scale, dimension and polish that represents the biggest game in America. We called it ‘Two Worlds’.
The Logo
This is the perfect meeting point of the two brands. The beautiful steel and chrome logos reflect off the polished stage floor adding dimension.
ENGAGING THE FANS
With Geotargeting we can tailor the message to specific cities, therefore, specific fans! This led us to research the fan history of all 32 teams and to creating team specific backdrops that engage true fans in the deeper story of their team.
We created a 32 team digital marketing toolkit and team matchup messaging.
And Motion Theory
In addition we created a video marketing toolkit for every team. In three different aspect ratios.
From launch through the entire season we wrote and produced 91 editorial, awareness, hype and marketing spots promoting the product and the biggest matchups each week.
Two Worlds Into The Real World
We had always wanted to take this digital brand into the real world, make it tangible for fans. In the run up to the Super Bowl we had the chance and proposed a mobile Fan Cave.