American Activation Case Studies

Basketball

As an official partner of the NCAA’s March Madness men’s and women’s basketball tournaments, Nissan’s 2022 campaign was deployed across various channels, including TV commercials and online and onsite …
Multi-sport

For the 2022 National Senior Games, presenting sponsor Humana worked with GMR Marketing to create a campaign that enabled Humana agents to build relationships with senior athletes in-person at the games…
American Football

Michelob Ultra created a golf-themed Super Bowl advertising campaign inspired by the cult 1980s movie Caddyshack which encouraged viewers to pre-order their big-game beer stocks
American Football

Little Caesars, the Detroit-based, nationwide pizza chain, became the official pizza sponsor of the NFL in 2022, a sponsorship held by rival Pizza Hut for the previous four years
American Football

Nissan continued their sponsorship of the highly prestigious Heisman Trophy, presented to the best college football player every year since 1935, into 2022
Drone Racing

In September 2021 blockchain platform Algorand activated its new multi-year title partnership with the Drone Racing League (DRL)
Basketball

Rakuten and the NBA’s Golden State Warriors partnered on a 360-degree, multi-faceted, season- long ‘Oakland Forever’ brand-owned platform built around the Japanese electronic commerce and online retai…
Soccer

In December 2021 digital finance brand Ally and Relevant Sports Group teamed up to create the ‘WICC Best XI Presented by Ally’ docuseries. It
American Football

In September 2021, the LA Rams and automotive partner Porsche teamed up with cornerback Jalen Ramsey and the team’s famous Mariachi Band - which plays at each home game and is unique in the NFL.
Ice Hockey

A pandemic-led, team partner employee recognition program - running from February 2021 to March 2022
Ice Hockey

As the fallout of the pandemic extended the National Hockey League (NHL) 2020/21 season into the summer, New York Rangers partner Bud Light rolled out a drinks-linked engagement activation
Women's Basketball

In May 2021 Google became a ‘WNBA Changemaker’ (amongst other new official league partner roles) in a multi-faceted, multi-year alliance. It
Soccer

In Summer/Autumn 2021, Verizon built on its US partnership with top Spanish soccer league LaLiga to co-host and produce an EA Sports FIFA initiative called the ‘LaLiga All-Star Gaming Challenge presented b…
American Football

For the 2021 NFL season, sponsor Pepsi expanded its multi-faceted ‘Made for Football Watching’ programme. Ai
American Football

In November and December 2021 EA Sports leveraged its partnership with the NFL through an engaging, original campaign which saw football legend Peyton Manning take on the role of a ‘Madden Ratings Adjustor’. A
Basketball

The Chicago Bulls and telecoms partner AT&T teamed up with a leading NBA Twitter account called ‘NBA Paint’ to create a ‘fan-first’ series of social and physical assets amplified via Twitter throughout the 202…
Basketball

The ‘American Express x NBA 2K22 Experience’ was a December 2021 in-real-life and digital streaming gaming partnership which brought elements of the NBA 2K digital world to life for AmEx card members, avi…
American Football

In February 2022, leveraging its NFL partnership rights around Super Bowl LVI, quick service brand Subway rolled out an activation around the current collectibles trend in the form of a campaign and new…
American Football

In January 2021 the Los Angeles Rams teamed up with sponsor Ball Corporation for an art-led mural ‘Forever LA’ stadium installation led activation based around an artwork made from recycled aluminium cup…
Multiple Sports
Personal Care & Fragrances

When spectators were barred from the delayed Tokyo 2020 Olympics, P&G owned skincare brand SK-II switched its activation to a campaign helping female-owned Tokyo businesses stay afloat during the pandemic restrictions.
Golf
Consultancy

In response to the 2020 US Open being played without any fans due to Covid-19, USGA partner Deloitte built an AR app enabling golf fans to experience all 18 holes in near real-time 3D.
Multiple Sports
Beer

In April 2021, Bud Light collated assets from its US sport and music sponsorship portfolio to fuel a huge $10m ‘stimulus package’ campaign based around giving away 100,000 sports tickets, concert seats and beer.
American Football

In April and May 2021, the LA Rams teamed up with sponsor Rocket Mortgage to operate the team’s Draft operation from a bespoke 9,000-sq ft. branded Malibu home.
American Football
Cleaning Products

P&G detergent brand Tide promoted its ‘Tide Hygienic Clean’ product with a Peyton Manning-fronted NFL activation running from September 2020 to February 2021.
Ice Hockey
Beer

In June 2021, as the playoffs entered their second round, the official NHL beer in Canada activated with limited edition batch of beer that had been poured through the Stanley Cup itself.
American Football
Soft Drinks

The soft drinks giant built a six-week immersive experience campaign around The Weeknd’s performance at Super Bowl LIV’s ‘Pepsi Halftime Show’ in February 2021.
Ice Hockey
Beer

Running May through July 2021, Bud Light’s activation played on the tradition of players not shaving while in the playoffs.
American Football
Beer

In April 2020, the Minnesota Vikings and official beer partner Miller Lite responded to the pandemic by pivoting from a physical to a virtual livestream Draft Party.
Basketball
Clothing Retail

In July 2020, Foot Locker’s House of Hoops sub-brand debuted a short form video to welcome back the NBA and build affinity with hoops fans.
Baseball
Banking

Mid-pandemic, in July 2020, Bank of America shifted its MLB activation from awareness to focus on a social good campaign supporting Boys & Girls Clubs of America.