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// CAMPAIGN CONCEPT DEVELOPMENT
When working with Verizon on the development of this campaign concept, we know that not all college athletes are all nationally recognized. Most are not very recognizable in their own backyards out of season or out of their uniforms. But once that season starts, and the hometown community, alumni, and fan base come out, our regional heroes shine. There is a love and a passion for colleges and universities that go beyond the connections the professional teams and athletes have. Maybe we went to school there, maybe our parents did, our friends, our neighbors. The community rallies around a school with love, loyalty and a fandom that rings true at our very core. The legacy of the uniform is the memory of all the best moments, teams, players, coaches, and legends that were there before you. Aligning with that journey in an authentic and sincere way is key. Our YOU SIGN. THEN THEY SIGN campaign does exactly that. Gets you closer to your team, players, and the school like never before. Invest in them, invest in their journey and share the journey together. Defiant’s national-level campaign runs across 6 primary regions to directly help brand awareness from the informative stage, to intent to purchase, and then drive sales at the point of purchase. Special posters, apparel, jerseys, balls, and memorabilia are all there for your favorite players to sign, right after you sign up to become a Verizon team member.
CONTENT SERIES, LIVE ACTIVATIONS, IN-STORE OPPORTUNITIES, LIVE GAME WATCH PARTIES, STADIUM SECTION, PREFFERED SEATING AND STADIUM ACTIVATIONS, IN GAME PROMOTIONS, and multiple touchpoints along social, digital and media all round out this season long campaign to drive significant ROI.
Working closely with WR Semaj Morgan out of Michigan, our goal was to design a Nike Collab practice jersey and a line of practice jerseys and apparel. Our Athletes and Nike designers working together, as we film the process and involvement of the athletes with the design teams.
Our close working relationship with Arizona State Mens & Womens Basketball, brought us to a similar design process with Adidas and a specialty sneaker designed for them and Verizon team members.
Live, in game activations around instant replays prompt Verizon viewers to MAKE THE CALL. Was it a touchdown or not, was it a catch or not, was it a 3 pointer or not…”You Make The Call”. And you use your Verizon cell phone to do it.
Our ‘Full Out Blitz’ focuses direct mail, email, locally regionalized website placement, geotargeted digital ads with athletes in season helping pushing the biggest proposition values of Verizon with the shared journey of the team and athletes. High Speed Internet with speed on the field, and total coverage that can even cover the impossible to cover tight end “Linkon Cure from Kansas State”.
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Defiant worked closely with athletes and agents to help develop personal brands and social strategy to attract brand sponsorships. Athletes who followed our personalized social strategy & roadmaps found great success with attracting authentically aligned brand sponsors.
Defiant would work closely with the brands, and athletes to connect personality and brand strengths, while extending content through additional deliverables to deepen engagement and drive results for the benefit of ongoing relationships. Over-delivering while embracing both the athlete and the brand. Defiant delivers a “Win. Win.” For all involved.
With video, design, strategy and concept, both athletes and brand focused campaigns were created to showcase athletes and their brand attractiveness.
Defiant LA also created a live NCAA basketball tip-off experience, The HBCU IN DC TIP OFF EXPERIENCE with our non-profit partner, The Blake Bozeman Foundation. We brought in local and national brand partners, as well as national live streaming partnership with HBCU GO TV & The Grio with the Byron Allen Media Group, and an additional streamer with NLSE.
Defiant LA continues to develop activations, sponsorship, and high-level conceptualization with brands, athletes and teams. Like the Dolby live activation where we turn every game into a HOME GAME…bringing the home crowd feel into your living room. This activation places the fans on the sidelines with a DOLBY ATMOS & DOLBY VISION Experience…and we ask the fan which is better. Live or DOLBY?
One of the athletes we developed concepts was for LSU Freshman Safety, DJ Pickett. When DJ is locked in on you, NOW YOUR COVERED…from Progressive Insurance. It just so happened that DJ’s mom works for Progressive Insurance. Alignment in sponsorship is never easy, but sometimes, they work out even more closely aligned then ever thought.
HR BLOCK and all of College Basketball’s best Blocks of the week? What perfect brand connection in the spring to align with college basketball and your taxes.
Our fashionistas and stylish athletes like Nick Marsh, Semaj Morgan, Jayeden Maiva, all like to torch their opponsents defenses on the field…So we decided to “Rock the D” with Depop when it comes to fashion off the field.
Milk, the original energy drink could benefit from college athletes, assuming they are not lactose intolerant. Simple concepts with NCAA Basketball players in slow-motion dunking a cookie into a glass of milk with the simple line…HE DUNKS…MILK.
TIME TO FLY & LET IT FLY with Delta. Here we inspire away game travel for fans through special travel incentives with airlines. Time to Fly and Time to Let it Fly come into support this initiative.
A SUB ABOVE: When a sub score double figures, you score double meat free at any regional Jersey Mikes. This concept is ripe with weekly content focusing on conferences best 6th man, with live sponsorship on substations stats, and on going initiatives.
Financial tie-ins to college sports are money. Like TURBO TAX FAST.
