After a record-breaking regular season in 2018 for the Minnesota Vikings, the team strategized, developed, planned and launched a unique playoff campaign that would soon become the fan hallmark of the postseason. The Vikings were trying to become the first team to play a Super Bowl in its home stadium on Feb. 4, 2018. As it stands, no team has ever played in a home Super Bowl in NFL history. The path for the team was clear: all roads during the playoffs led back home. The Vikings crafted an elite, 360-degree campaign, aptly named “Bring It Home.”
LAUNCHING BRING IT HOME
The Bring It Home campaign was developed from the ground up with the Creative and Design department. Once the strategy of "home" was set and the name was selected, the design team created and rendered a logo for the campaign featuring the unique outline of the state, the iconic Norseman and the words "Bring It Home." This simple design was the hallmark of the campaign from start to finish and graced every tactical element from social media to public relations.
The next logical place to display campaign signage was at U.S. Bank Stadium itself. The creative team carefully determined where to include playoff signage for maximum exposure. Banners were customized to specific areas around the stadium including concrete walls, digital billboards, wraps and more. In the player entrance corridor, the design department also placed a large Bring It Home mural on the wall to welcome the players to the stadium. The team mascot and cheerleaders were also given Bring It Home signage to use on the field and sidelines during the playoff game.
In an effort to include our brand partners in a collaborative and seamless way, the partnerships team at the Vikings worked with ongoing sponsor Hy-Vee to become the official sponsor of the playoffs. With Hy-Vee’s investment, the Vikings were able to quickly design and develop 71,000 custom Bring It Home rally towels that were distributed on every seat prior to the playoff game the following Sunday and at Hy-Vee locations throughout the Twin Cities. Each towel featured the campaign logo as well as the brand’s mark. Fans were encouraged to wave their towels during the game to create an electric atmosphere. The rally towels quickly became a memento and keepsake after an exciting and miraculous win against the New Orleans Saints.
Social Media Tactics
Social media was a key driver of the campaign leading up to the Divisional round playoff game on Jan. 14. All campaign activities and communications were pushed via the team’s Facebook, Twitter, Instagram and Snapchat accounts. With a mix of both organic and paid social media, the team was able to further extend the reach and spread the word about the unique campaign. The following social media tactics were deployed during the Bring It Home campaign period:
- Social Media Profile Photos: Immediately after the campaign assets were launched, the social media team released custom social media profile imagery for its own channels and provided fans with the same assets to customize their social media profiles. By giving fans access to the logos, the social media team was able to extend the reach of the campaign in a way that was highly visible and engaging for fans across the globe.
- Wallpapers: The design team worked with the social media department to create custom phone and desktop wallpapers for fans, stakeholders and partners to upload to their personal devices. These assets were available for immediate download on Vikings.com.
- Bring It Home Fan Video: Fans who posted their own “Bring It Home” videos on social media by using #BringItHome during the campaign were entered to win a pair of tickets to the playoff game. Two separate winners were announced the following Saturday at 2 p.m. (CT).
- General Social Media Content: Any and all content that was posted to Facebook, Instagram, Twitter and Snapchat during the campaign period was overlayed with a custom “Bring It Home” filter and tagged with #BringItHome. All videos developed by Vikings Entertainment Network also had an end tag featuring the logo. This helped the social team better track the results and created visual differentiation from the team’s regular season content.
- Website: Vikings.com/BringItHome housed fan submitted photos, serving as a centralized digital hub throughout the campaign.