In 2019, the Minnesota Vikings had the opportunity to wear their alternative uniforms at home for the first time since 2016. The challenge was that these uniforms were formally called the "Color Rush" uniform, the since-ended NFL game theme. A new name, "Primetime Purple" was created to give these uniforms a unique and elevated status, bolster brand affinity and increase merchandise sales. The neon lights design concept was used to reflect the bright yellow numbers that jump off this uniform, and the phrase “Lights On” was used to highlight that all lights and eyes would be on the Vikings and U.S. Bank Stadium for this primetime game.
Developing Primetime Purple
The Vikings held a photo and video shoot for Primetime Purple with two of their star players. An all purple set was constructed for the shoot. Painted props and colored eye black were used to reinforce the all purple and gold theme.
To kick off the campaign, a teaser video was created to introduce the “Lights On” concept and new, Primetime Purple name. The video was posted via social media and was also aired during a weekly social segment on the team's TV show, "Vikings Connected.'
Vikings Connected is a light hearted look at the Vikings players and organization through social media as well as an opportunity to showcase the personalities on the team. Vikings Connected is produced by Vikings Entertainment Network and airs Fridays on Fox9+, and on Saturdays on FOX 9 and FOX Sports North.
Microsite
A microsite was created to show the detail and unique elements of the Primetime Purple jerseys. Fans were directed back to this page through social media messages to learn more about the jerseys, and to find how they could order their own Primetime Purple merchandise.
Emails
Targeted email campaigns were created to inform the fans about the Primetime Purple game, as well as sell the merchandise. Fans were targeted with content based on their favorite player and shown jerseys they could buy specific to that player. Fans going to the game received messages about getting their Primetime Purple gear prior to game day.
Primetime Purple | SKOL shirt
A primary focus of this campaign was merchandise sales, so we felt strongly that we needed to offer more than just the high price point Primetime Purple jersey. The Vikings designed a custom Primetime Purple long sleeve t-shirt, which we pushed to market a week after the initial launch of the campaign. In just 2 short weeks, the Primetime Purple long sleeve tee became one of the best selling items in our team stores all year.
Purple Lights
Working with innovative team partner 3M - we extended the "Lights On" concept to each and every fan in the building. Purple 3M Translucent Film was made and distributed to fans so they could help us light up the stadium purple.
A special outsert with the 3M Translucent Film was attached to the 'Vikings Playbook' which was then placed on every seat in the stadium.
Instructions on how and when to use the 3M Translucent Film were communicated on the back of the outsert.
Fan's were prompted to place the 3M Translucent Film over their smartphone's flashlight to make it a purple light.
Fans were instructed to turn on their flashlights and light up the stadium purple during player introductions.
Fans were prompted a second time to turn on their flashlights during halftime for a special Ring of Honor Induction Ceremony for Vikings Legend Steve Jordan.
An extensive campaign of advertisements utilizing the fan photoshoots were created to help sell the Primetime Purple merchandise, and used in targeted online, email and social ad campaigns.
Multi-platform Sales Collateral
Sales on the Primetime Purple jerseys and tee shirts were strong during and after the game.
- Total Adult Jerseys sold between 10/8-10/24- 1,666 (six-figure revenue total)
- Total Primetime Purple jerseys sold between 10/8-10/24- 411
- Primetime Purple jerseys sold between 10/8-10/24 accounted for 24.6% of total jerseys sold
- Total Primetime Purple tee shirts sold between 10/8-10/24- 359. 107 were sold on gameday.
Media & Influencer Outreach
The Vikings made custom Primetime Purple jerseys for several prominent members of the media – most notably the hosts of GMFB as well as the NFL Network Thursday Night Football broadcast team. Each jersey donned the last names of Kay Adams, Nate Burleson, Peter Schraeger, Kye Brandt, Colleen Wolfe, Joe Thomas Steve Smith and Michael Irvin. The hosts of each show proudly displayed their jerseys and discussed the Primetime Purple look on air with positive reviews. The Vikings shared these videos and photos on their own social media accounts and two of the GMFB hosts shared photos of the jerseys on their Instagram stories.
Targeted Social Ads
Gameday Social Feed
A consistent brand look was executed throughout merchandise ads leading up to the big game, as well as in graphics presented on all social channels throughout gameday.
Instagram Feed
Instagram Stories
Vikings Playbook | Game Program
The Minnesota Vikings Playbook, a free gameday publication placed on every seat in the building, was transformed from its usual format to match the Primetime Purple look.
Game Intro Video
Prior to kickoff, the Primetime Purple intro video was played to introduce the night's theme and set the tone for the game.
Videoboard Elements
The entire in game graphics package was updated for the Primetime Purple game, bringing the "Lights On" concept to life in the stadium. Videos were also created to run pre game and in game to get fans excited for the jerseys.