2016 SEASON OVERVIEW
Under the guidance of first-year Head Coach Adam Gase, the 2016 season saw the Dolphins finish with a 10-6 record and earn a berth in the playoffs for the first time since 2008. After starting the 2016 season with a 1-4 record, the Dolphins utilized a six-game winning streak to help put themselves in playoff position. With a new canopy and a modernized stadium, the Dolphins wasted no time establishing a home-field advantage at Hard Rock Stadium.
2016 NFL DRAFT
The Dolphins On The Clock 2016 NFL Draft Party presented by Miami Orthopedics & Sports Medicine Institute at Baptist Health South Florida did not disappoint. The free event featured live insider analysis, current and former player autographs, interactive games, photo opportunities, concessions and areas to watch the 2016 NFL Draft. The room exploded with excitement when the Dolphins selected Ole Miss OT Laremy Tunsil at number 13.
The Miami Dolphins Training Camp unveiled several exciting changes geared to improve the fan experience as part of “Back to Football powered by South Florida Ford” at the Baptist Health Training Facility at Nova Southeastern University. This year’s training camp featured a brand new canopy over the seated area, providing fans with shade and a more comfortable experience than ever before. A new area reserved for children 12 years old and younger provided them with special access to get autographs from Dolphins players post practice. In addition, weekend practices featured food trucks, interactive games, and face painting.
HARD ROCK STADIUM ANNOUNCEMENT
2016 marked the inaugural year of Hard Rock Stadium. On August 17th, 2016, the announcement of Hard Rock Stadium was made in the exact way you would expect: music, memorabilia, lights and a guitar smashing ceremony. The Miami Dolphins welcomed Hard Rock International CEO, Jim Allen to participate in the festivities, alongside players Ndamukong Suh, Jarvis Landry and Reshad Jones, and Dolphins President & CEO Tom Garfinkel. Oh, and of course, Mr. 305 himself, Pitbull!
CANOPY AND VIDEOBOARD UNVEIL
With the new state-of-the-art open air canopy, 92% of fans are shaded and protected from the natural elements, making Hard Rock Stadium’s game-day experience one of the best in the NFL. Fans can enjoy the game from any seat on every level with four new high-definition video boards, totaling 22,400 square footage.
OFFICIAL FRESH FRUIT OF THE MIAMI DOLPHINS
As the "Official Fresh Fruit of the Miami Dolphins", Chiquita received the exclusive right to promote their designation and leverage Dolphins marks to amplify local marketing efforts via:
- In-store displays
- Social promotion
- Retail sweepstakes
- Print collateral
JUST SMILE CAM
Each home game during the regular season, Chiquita sponsored the "Just Smile Cam" in-game feature that engaged and excited fans in the 1st quarter on the video boards and PA. The opening of the feature sounded with a bit from the Chiquita jingle!
Chiquita also received recognition on the ribbonboard coinciding with this feature. Additional ribbonboard rotations took place throughout the entire game.
2016 Total Video Board Exposure during Dolphins Games: 6 min. 57 sec. (over 2 min. of bonus time!)
2016 Total Ribbonboard Exposure during Dolphins Games: 19 min. 10 sec. (over 9 min. of bonus time!)
Chiquita was also bonused over 3 minutes of ribbonboard exposure at the 2016 Orange Bowl!
Between Dolphins games and the Orange Bowl, Hard Rock Stadium hosted over 590,000 fans in 2016!
The NFL highlighted the Chiquita Just Smile Cam as a 2016 league best practice!
ADDITIONAL IN-GAME RECOGNITION
Chiquita received bonus exposure on our brand new HD video boards in the lower corner box and stats line:
Additionally, Chiquita utilized the Dolphins' in-stadium television network, StadiumVision, to promote their brand to fans via banner ads and an L-wrap across over 1,800 TVs during home games and the Orange bowl.
2016 Total StadiumVision Exposure during Dolphins Games: 38 min. (34 min. of bonus time!)
2016 Total StadiumVision Exposure during the Orange Bowl: 5 min. 45 sec. (all bonus!)
ONLINE DIGITAL SERIES POWERED BY CHIQUITA
The Miami Dolphins created a 4-part video series that showcased Chiquita Bananas as a main ingredient within a healthy Chiquita recipe!
Each video was posted on the Dolphins official Twitter and Facebook pages, and generated more than 1.4 million total social impressions!
Facebook Total Impressions: 1,238,882
Facebook Total Video Views: 116, 914
Twitter Total Impressions: 170,675
Twitter Total Video Views: 20,086
PUBLIX IN-STORE PROMOTION
The Miami Dolphins and Chiquita paired up this season to run a 4-week long promotion in all Publix stores within the Miami Division. Fans could visit www.dolphins.com/chiquita to enter to win tickets to a Dolphins game, or a $100 Publix gift card by following the below steps:
- Take a photo with a Chiquita Banana at a Publix
- Post on Twitter or Instagram
- Hashtag #CHIQUITABANANAS4DOLPHINS
The Dolphins encouraged fans to enter the sweepstakes on both Twitter and Facebook.
Total impressions reached over 217,000 in just 1 month!
Chiquita received one (1) full page color ad in each edition of the game day program handed out to fans as they entered Hard Rock Stadium. 25,000 programs were handed out per game.
Chiquita used some of these ads to also help push the promotion!
Throughout the 2016 Season, Chiquita and the Miami Dolphins hosted a total of four (4) appearances at local Publix's. At each appearance, the Dolphins activated on site with two (2) Cheerleaders, one (1) Miami Dolphins Alumni and the Team Mascot, T.D.! Miss Chiquita also joined in on the fun!
- 11/26/16, Hollywood, FL
- 12/3/16, Miami, FL
- 12/10/16, Hallandale Beach, FL
- 12/17/16, North Miami Beach, FL
The Dolphins promoted each appearance on both Twitter and Facebook. There were eight (8) total posts that generated over 466,000 impressions!