Ian K. Fettinger
Experienced Brand & Product Marketer
A first-of-its-kind, floating tailgate experience for Seahawks fans.
All For the 12’s
Seattle Seahawks fans, aka “the 12’s”, didn’t have a place to properly tailgate.
So we built them one floating right on the Peget Sound, creating the most epictailgate experience the NFL had ever seen.
CHALLENGE:
American Express was looking for a unique way to bring their new sponsorship of the Seattle Seahawks to life—
and to prove the new positioning we created ,"ALL FOR THE 12s", was something we would back up in big ways all season long.
IDEA:
To football fans, tailgating is an important part of the gameday ritual. Unfortunately for Seattle Seahawks fans, aka the “12s,”
the stadium doesn't have parking lots so there's no tailgate. So we decided to build the most epic tailgate experience football has ever seen.
Hawks Island was an American Express Card Member-only experience, imagined and created specifically with the 12s in mind.
It had everything they needed to get game-ready including: a replica football field, gourmet food and drinks from local small businesses, games, appearances by former players, and live music from a classic Northwestern band - Everclear.
Before sending fans on their way to the game, we even gave them a first for in-stadium listening –
a personal AMEX Gridiron Radio, so that even in the loudest stadium in all of football, they’d be able to hear every play.
RESULTS:
• Sold out before a single social post was launched.
• 249.2MM Total Earned Media Impressions
• Hawks Island was Curbed Seattle's second most popular story of 2015
AWARDS:
Clio Sports Bronze, PR/Special Event
PRESS:
