THE TASK

Sell the remaining Personal Seat Licenses in the Mercedes-Benz Stadium for the 2017 Falcons football season

Involvement

Loyalty

Identification

THE CHALLENGES

1. Fan Dedication

2. Social Media

1. History and Tradition

2. Entertainment Factor

3. Fan Bonding

4. Authenticity

The top 5 teams with the most dedicated fans all finished the 2015 – 2016 season league

rankings in the top 6.

The Falcons finished the 2015 – 2016 season 16 out of 32

teams.

The Falcons ranked 31 out of 32 NFL teams for fan

dedication.

1. Fans are switching between their device 27 times an hour

2. Most people have 2 or 3 screens open at once

Insights

The average American spends $600/year on events

This increase 28% for 35-54 year olds INSIGHT

The average American spends $600 a year on events

This increases 28% for 35 – 54 year olds

Target Audience

• Men ages 25-54, white or black

• College-educated

• Disposable income

• Loyal

• Deliberate

• Up to date

• Assertive and proud

• Involved with children

BE A PLAYMAKERCREATIVE CONCEPT

6 Week Timeline

Week 1: “You’ve been scouted”

Week 2: “You’ve been invited”

Week 3: “You’ve been drafted”

Week 4: “You’re a playmaker”

Week 5: “You should be here”

Week 6: “Your time is running out to make a decision”

Week 1: You’ve been scouted

Targeting is at the forefront of the first week. Through geo-targeting, key consumers will be mailed an exclusive Playmaker Falcons t-shirt as well as directions on how to enlist in the Playmaker Program. Once they have enrolled online by providing their information, they will be mailed a Playmaker Pass that will track their participation throughout the 6 weeks.

Online banner ads and social media posts will also digitally target consumers that have been identified in our target market. Ads will use strong verbiage to catch the consumer’s attention as well as encourage online enrollment.

Week 2: You’ve been draftedSpotify PlaylistWe put together a musical playlist using Spotify to get the Falcons fan base excited about the upcoming season. Atlanta area musicians are to be featured to connect the music back to the Falcons. In addition we ask for song suggestions from some of the players. These songs get the falcons pumped up for the game and the fans will have a chance to listen to the same music.

Falcon’s Draft EventThe purpose of this event is not only to watch and celebrate the NFL Draft but also to spread awareness for the following weeks’ events and give an opportunity for people to sign up and learn more about the upcoming events. Playmakers will be invited to the party and allowed to bring a plus one. The event will be held at Piedmont park with food trucks and different booths set up by MBS sponsors and partners. Playmakers will be invited to watch the draft but also make their own draft picks. Similar to a Fantasy Football league, Playmakers will compete to see who can be the most accurate. The top winners will have points collected to their Playmaker Pass to go towards their overall total.

Week 2: You’ve been drafted

Week 3: You’ve been invitedAn online tour of the new Mercedes Benz stadium give Falcon fans a behind the scenes look at the team`s new locker room. A click through tour will give fans a chance to learn about the features and see the locker room before it is even build. Fans will unlock content by answering trivia questions along the way. This entire experience will be digital, but the fans will feel like a real playmaker, a part of the team.

The hype playlist will be released this week and open for our target audience to share.

Week 3: You’ve been invited

Week 4: You’re a PlaymakerThrough a partnership with Verizon, we will give fans the chance to take a look inside the stadium using virtual reality equipment. These events will take place around the Atlanta area at Verizon retailers. The fans will be able to tour the stadium seeing not only the field, but also the countless amenities that Mercedes Benz Stadium offers. The best locations for this execution will be at the most popular stores throughout the metro Atlanta area i.e. Perimeter Mall, Cumberland Mall, Mall of Georgia.

Consumers will also have a chance to virtually be a playmaker by choosing a play from virtual playbook to watch on equipment. And, consumers will have a chance to make their own play and then watch it through the goggles. This week is when the consumer truly gets to be a playmaker.

Week 4: You’re a Playmaker

Week 5: You should be hereThe event will be held at Centennial park near MBS. There will be a giant screen set up at the center of the park with the Falcon’s logo on it and a few rows of the stadium seats in front of the screen. The audience will be invited prior to the event date. A Falcon’s game from the 1999 Super Bowl will be playing on the screen but it will be low quality and blurry, it will only become clear and high resolution when someone sits on the stadium seats and wears the 3D glasses provided to them. There will be also concession stands that will give a closer in-game experience for the audience that makes them feel as if they are watching the game in the stadium.

Week 5: You should be here

Week 6: Your time is running out to make a decisionThe final week is the largest social and digital push in the entire campaign. A Snapchat filter will be released as well as a social media badge to use on different platforms. This badge will be sent exclusively to Playmakers, so they can mark their status.

Consumer generated content will also be used on the Falcons’ social media to reward the loyal consumers who have purchased a seat license. All of the mobile and online ads will include a very strong call to action that makes it known that the time has come to purchase or not.

Week 6: Your time is running out to make a decision

Social Calendar

Budget

It’s time to take your game to a whole new level.

Don’t just experience it.

Own it.

This season it’s time to level up your commitment.