Minnesota Vikings Classic
The 6th Annual Awards
- Best Integrated Campaign
ABOUT THIS ENTRY
In 2023, the Minnesota Vikings teamed up with Nike and the NFL to create 'The Vikings Classic' uniforms, fulfilling fans' decade-long desire for throwback uniforms. To support the launch of the uniforms, the Vikings developed a comprehensive branding campaign inspired by vintage memorabilia, evoking nostalgia and authenticity to amplify the impact of this highly anticipated release.
How does this represent “Excellence in Engagement”?
This initiative showcases "Excellence in Engagement" by offering an immersive experience beyond jersey sales. Hosting the Classic Preview event exclusively for Season Ticket Members, Suite Holders, and Corporate Partners deepened fan appreciation and brand sentiment. The unveiling of the new Classic uniforms virtually highlighted the team's agility in adapting to evolving fan engagement, setting a new benchmark in virtual events' potential to drive fan loyalty. By prioritizing authenticity, exclusivity, and personalization, the Vikings cemented their status as fan favorites, featuring the Classic uniforms in a nationally televised Monday Night Football game. This forward-thinking approach inspires the industry to prioritize unique, interactive experiences, fostering stronger connections and loyalty within the fan base.
Objective
Our primary objective was to Leverage the introduction of a 4th uniform (previously unused) to generate a new revenue stream. This initiative involved not only the sale of the new, Classic jersey but also extending our offerings to include official sideline apparel and launching a dedicated ’Classic Collection’ apparel line. Our overarching goal was to drive revenue while simultaneously strengthening brand loyalty among existing fans and captivating a new generation with designs that offer a modern interpretation of vintage aesthetics.
Secondary Objective: Leverage this initiative to prioritize the satisfaction and acknowledgment of our esteemed supporters, particularly Season Ticket Members (STMs), Suite holders and Vikings Partners, by providing them with exclusive opportunities for engagement and recognition.
Strategy & Execution
The Classic uniforms were designed directly in response to decade-long requests from fans. The Vikings responded with modern classic that was inspired by the iconic aesthetics of the 60’s and 70’s, paying homage to the Minnesota Vikings’ history. To amplify the impact of the uniforms, the Vikings orchestrated a comprehensive campaign, including a social and digital takeover and specialty merchandise line.
The Vikings didn’t simply wear Throwback uniforms, but they created an immersive experience inspired by vintage Vikings prints and memorabilia that would not only appeal to the longtime fan from that era, but to a newer, younger audience that is drawn to modern vintage. The campaign took vintage inspiration and modernized it to create a new look that was nostalgic and authentic to the team. This branding extended to stadium elements such as videoboards, print programs, cheer uniforms, banners, concessions signs, and collectibles, evoking nostalgia and authenticity.
In addition, to the exclusive virtual unveiling, the Vikings hosted a Classic Preview event at U.S. Bank Stadium on the Friday preceding the game, exclusively inviting select STMs, Suite Holders, and Corporate Partners. On game day, attendees were presented with commemorative pins, customizable to proudly display the year they became an STM.
Organizations
- Minnesota Vikings
- Nike
- NFL
- The Line Up
Links
Featured
- C.J. Ham
- T.J. Hockenson
- K.J. Osborn
- Harrison Smith
- Kirk Cousins
- Justin Jefferson
- Fran Tarkenton
- Tanner Gallagher
- Mike Conley Jr
- Kirill Kaprizov
- Mats Zuccarello
- Chris Hughes
- Shayna Bazsler
- Mike Florio
- Steve Wyche
- Jamie Erdahl
- Annie Agar
- The Hockey Guys
- Cadillac Jackk
- 10000 Takes
Credits
Amy Werdine
Project Manager
Minnesota Vikings
Erin Swartz
Sr Director, Brand, Marketing & Project Management
Minnesota Vikings
Jacqueline Ramacher
Art Manager
Minnesota Vikings
Alicia Dreyer
Creative Director
Minnesota Vikings
Elizabeth Bazany
Design Manager
Minnesota Vikings
Ashley Harris
Designer & Marketing Photographer
Minnesota Vikings
Aidan Commerford
Graphic Design Associate
Minnesota Vikings
Morgan Frober
Graphic Design Associate
Minnesota Vikings
Christine Hastings
Advertising and Creative Strategist
Minnesota Vikings
Amy Thomas
Manager, Merchandise & Retail Experience
Minnesota Vikings
Andy Kenutis
Team Photographer
Minnesota Vikings
Nate Vaughn
Senior Producer
Minnesota Vikings
Alex Miller
Producer
Minnesota Vikings
Autumn Thompson
Feature Content Associate
Minnesota Vikings
Kim Ippolito
Manager, Digital Marketing & Media
Minnesota Vikings
Arthur Kuh
Manager, Game and Event Creative
Minnesota Vikings
Zach Royse
Senior Manager, Social Media
Minnesota Vikings
Laney Austin
Manager, Social Strategy & Business Impact
Minnesota Vikings
Brandon Clemens
Director, Experiential & Youth Marketing
Minnesota Vikings
Jordan Ramsey
Senior Manager, Partner Experience & Special Projects
Minnesota Vikings
Craig Peters
Senior Editor
Minnesota Vikings
Jessica Faucher
Senior Manager, Digital Assets & Archives
Minnesota Vikings
Bryan Harper
VP, Content & Production
Minnesota Vikings
Aniefre Essien
VP, Marketing & Analytics
Minnesota Vikings
Jeff Anderson
Executive Vice President and Chief Communications Officer
Minnesota Vikings
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
