Broncos' Alternate Helmet Launch
The 6th Annual Awards
- Best Launch Campaign
ABOUT THIS ENTRY
The Broncos' 2023 Alternate Helmet launch represented a robust marketing campaign that featured an innovative social & digital reveal, in-person activations at high-profile Broncos events and an augmented reality social commercial that immersed the helmet in popular locations throughout Colorado. This campaign resulted in a highly-successful alternate helmet reveal that engaged Broncos fans from initial teasers in April through the on-field reveal in the fall of 2023.
How does this represent “Excellence in Engagement”?
This campaign represented "Excellence in Engagement" by elevating the standard NFL team uniform reveal by incorporating innovative social/digital reveals that featured a custom ice throne, in-person activations that supported the unveil through a real-life ice throne for fan photo opportunities and interactive influencer boxes that supported the icy alternate helmet theme. Finally, the integration of augmented reality for a "helmet takeover" represented a first-of-its-kind NFL helmet activation throughout Denver.
Objective
The Broncos were releasing a new alternate helmet for the 2023 season. The Broncos' marketing team was tasked with unveiling this new helmet design to generate excitement for the upcoming season. It marked the first time the Broncos introduced a new element to their uniform closet since the league-wide "Color Rush" campaign in 2016 and the first alteration to the Broncos uniform since 1997.
Strategy & Execution
This launch was executed almost entirely through digital activations, creating a social-first reveal which generated excitement amongst Broncos fans and was picked up nationally. In addition to a social-first launch, the activation continued with an in-person ice throne photo opportunity at Broncos Training Camp and select Broncos home games. The launch truly was a year-long campaign as we sent out influencer boxes in-season to generate excitement as the helmets made their on-field debut in October and December.
Organizations
- Denver Broncos
- FreshTape Media
- CoolHand Ice
Links
Featured
- Justin Simmons
- Patrick Surtain II
Credits
Caroline Deisley
Director, Social Media
Denver Broncos
Joe Abdellah
Creative Content Manager & Project Lead
Denver Broncos
Erich Schubert
VP, Content & Communications
Denver Broncos
Austin Brink
Director, Production
Denver Broncos
Kevin Johnson
Creative Director
Denver Broncos
Ike Enriquez
Social Video Coordinator
Denver Broncos
Gabriel Christus
Team Photographer
Denver Broncos
Nicole Pennetta
Social Media Coordinator
Denver Broncos
Drew Marsh
Producer
FreshTape Media
Hailey Sullivan
Chief Marketing Officer
Denver Broncos
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Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
