American Activation Case Studies
Road 2 Final Four – Nissan and the NCAA March Madness
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 …
A reunion for the ages – Humana and the National Senior Games
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…
Ultra Club – Michelob Ultra and Super Bowl LVII
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
Pizza! Pizza! Pregame – Little Caesars and NFL
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
Heisman House – Nissan and the Heisman Trophy Trust
Nissan continued their sponsorship of the highly prestigious Heisman Trophy, presented to the best college football player every year since 1935, into 2022
13th Pilot – Algorand & Drone Racing League
In September 2021 blockchain platform Algorand activated its new multi-year title partnership with the Drone Racing League (DRL)
Oakland Forever – Rakuten & Golden State Warriors
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…
WICC Best XI – Ally & Women’s International Champions Cup
In December 2021 digital finance brand Ally and Relevant Sports Group teamed up to create the ‘WICC Best XI Presented by Ally’ docuseries. It
Mariachi Arrival: Jalen Ramsey – Porsche & LA Rams
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.
Healthcare Hero Spotlight – UPMC Healthcare & Pittsburgh Penguins
A pandemic-led, team partner employee recognition program - running from February 2021 to March 2022
Ice Keepers – Bud Light & NY Rangers / MSG
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
Changemaker Partnership – Google (& ESPN) & WNBA
In May 2021 Google became a ‘WNBA Changemaker’ (amongst other new official league partner roles) in a multi-faceted, multi-year alliance. It
LaLiga All-Star Gaming Challenge – Verizon & LaLiga
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…
Made for Football Watching – Pepsi & NFL
For the 2021 NFL season, sponsor Pepsi expanded its multi-faceted ‘Made for Football Watching’ programme. Ai
The Sheriff Returns – EA Sports & NFL
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
Paint Collaboration – AT&T & NBA Paint & Chicago Bulls
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…
Experience – American Express & NBA 2K & NBA
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…
Signature Sandwiches: The Vault – Subway & NFL
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…
Forever LA – Ball Corporation & LA Rams
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…
Beyond the Stadium – SK-II & the IOC
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.
US Open AR – Deloitte & the US Golf Association
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.
Summer Stimmy – Bud Light & MLB/NBA/NFL/NHL/NWSL/WNBA
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.
Draft House – Rocket Mortgage & LA Rams
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.
Clean Jersey Swap – Tide (Procter & Gamble) & the NFL
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.
Stanley Cup Batch – Molson Canadian & the NHL
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.
Super Bowl LV Halftime Show – PepsiCo & the NFL
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.
#PlayOffBeerds – Bud Light & the NHL
Running May through July 2021, Bud Light’s activation played on the tradition of players not shaving while in the playoffs.
Vikings Draft Virtual Happy Hour – Miller Lite & the Minnesota Vikings
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.
Thank You Basketball – Foot Locker & the NBA
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.
Let’s Rally – Bank of America & MLB
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.