2020 Shortlist

Lambeau Leap Day

Entrant Company: Bose, CAA, Green Bay Packers

Winner
  • Best Pop-Up or Retail Activation
Lambeau Leap Day Activation

About this Entry

This activation was a mix of capitalizing on social media while tapping into nostalgia of each fan - something we see trending across the industry and will continue to play a part in engaging sports consumers moving forward.

How does entry represent "Excellence in Engagement"?

By tapping into memories specific to Packer's fans, Bose was able to engage a loyal audience and cultivate a relationship with each one. This activation created online social engagement pre event through Aaron Rodgers, as well as engagement during and after. The brand was able to engage this audience outside of social by having winners take part in this Packer's game day ritual that is beloved by all fans, and associate being able to have this experience thanks to Bose.

Objective: During a time when the NFL news cycle is typically quiet, Bose was in search for year-round opportunities to leverage their NFL partnership and create social and media buzz for the brand out of season. They saw the perfect opportunity to capitalize on Leap Day, a once in every four-year occurrence, to make some noise.

Strategy & Execution: In partnership with the Green Bay Packers, Bose leveraged the uniqueness of Leap Day and the synergy of the famed Lambeau Field touchdown celebration to give fans a once-in-a-lifetime opportunity. Bose’s mission is to allow consumers to reach their fullest human potential through their products and when given an extra day, the brand wanted to give these lucky consumers an opportunity to be able to take full advantage of it.

The Lambeau Leap, a tradition in Green Bay where Packers jump into the end zone stands after scoring a touchdown, is a beloved tradition of Packer fans everywhere. To celebrate this ‘leaping’ tradition, Bose leveraged their long-standing partnership with Packers QB Aaron Rodgers to offer fans a once in a lifetime experience—the chance to do their own Lambeau Leap on Leap Day itself. On behalf of Bose and the Green Bay Packers, Bose leverage the power of social media to have Rodgers announce a sweepstakes on his Twitter for fans to respond with their favorite “Lambeau Leap” memory. The best responses were picked from 29 lucky fans for the chance to attempt their own leap at Lambeau Field on February 29th.

Results: Winners were welcomed to a private sideline experience at Lambeau Field, with prize packages from Bose and a surprise appearance from LeRoy Butler, the creator of the Lambeau Leap. To add to the excitement of the day, Bose helped orchestrate a wedding proposal with the lucky leaper families there to witness it all on this unique holiday occasion.

The buzz on social was widespread with over 10 million organic impressions, 114K social engagements and an unforgettable day for 29 lucky Lambeau Leapers, courtesy of Bose. Along with social impressions, Lambeau Leap day coverage performed across various county news outlets in Wisconsin, accounting for 23 broadcast news headlines. The total sum of audience reached amassed 70 million viewers—all of which came in a time when no other NFL sponsor was activating, creating a true-blue ocean opportunity for Bose.

Production

  • Bose, Creative Artists Agency, Green Bay Packers

Credits