Minnesota Timberwolves City Edition Unveil
The 6th Annual Awards
- Best Event or Experiential Campaign
ABOUT THIS ENTRY
The Minnesota Timberwolves unveiled their lake-inspired 2023-24 City Edition jerseys at a lake side venue in August, outside of the typical NBA launch window. The event was headlined by Yung Gravy and drove record setting social media engagement.
How does this represent “Excellence in Engagement”?
- The event created a new, organic touchpoint to engage with Timberwolves fans when they didn't expect it. - The team is determined to exceed these results for the next launch, and will push us to think bigger if we are going to continue to avoid leaks. - Event based marketing can be seen as expensive and difficult to measure. Tying our event to a newsworthy unveil created a measurable foundation we can tie results to. - Sometimes breaking the rules (unveiling outside of the NBA sanctioned window) is necessary for your brand.
Objective
- Drive awareness and anticipation for the uniform release in November - Leverage opportunity to avoid the noise of the standard NBA launch time period + launch during a seasonally appropriate time of year. - Provide new touchpoint for memberhip sales - Drive relevance for brand outside of the regular season
Strategy & Execution
Host an invite-only lakeside launch party during the summer to unveil the City Edition jersey, inspired by the unique Minnesota summer lake life season. - 300 guests including members, influencers and media - Timberwolves players Naz Reid and Mike Conley and their families arrived to the event via boat - Headliner Yung Gravy (Minnesota born) unveiled the jersey before a performance of his top hits. - Free f+b, alumni photo ops, pop-a shot, high end gift bags and exclsuive retail collection Unveil was teased on social media that morning, and release went live as soon as the performance started. Guests had an exclusive first look before the general public, creating an incentive to post to their own social channels. Detailed photos and video of the jersey were shared via social media immediately thereafter, as well as BTS content of the event.
Organizations
- Minnesota Timberwolves
- JayByrd Films
Links
Credits
Mike Grahl
Chief Marketing Officer
Minnesota Timberwolves
Heather Meyer
Vice President of Marketing
Minnesota Timberwolves
Jen Zanatta
Executive Creative Director
Minnesota Timberwolves
Sheridan West
Director, Live Programming and Events
Minnesota Timberwolves
Matt Stanton
Sr. Director of Digital
Minnesota Timberwolves
Bailey Alto
Director of Marketing
Minnesota Timberwolves
Quinn Mack
Sr. Coordinator of Marketing
Minnesota Timberwolves
Ananth Pandian
Sr. Copywriter
Minnesota Timberwolves
Taylor Nardinger
Social Media Manager
Minnesota Timberwolves
Courtney Brown
Creative Project Manager
Minnesota Timberwolves
Max Morlock
Creative Director
Minnesota Timberwolves
Kim Gleffe
Sr. Graphic Designer
Minnesota Timberwolves
Alissa Nunez
Director of Retail Marketing
Minnesota Timberwolves
Greta Mitzel
Manager of Game Presentation
Minnesota Timberwolves
Felicia Giunta
Entertainment and Events Manager
Minnesota Timberwolves
Mia Sannasardo
Game Presentation Coordinator
Minnesota Timberwolves
Nicholas Dircz
DJ
Minnesota Timberwolves
Dave Wagner
Mascot Manager
Minnesota Timberwolves
Fran Manzano
Social Media Coordinator
Minnesota Timberwolves
Alejandro Meyers
Digital Content + Graphic Design Coordinator
Minnesota Timberwolves
Jack Mosson
Digital Content Coordinator
Minnesota Timberwolves
Lexus Ramsey
Brand Marketing Manager
Minnesota Timberwolves
Quincy Young
Executive Producer
Minnesota Timberwolves
Gram Krause
Video Editing Manager
Minnesota Timberwolves
Joe Kronenberg
Creative Director, Video Production
Minnesota Timberwolves
Jay Christensen
Founder
JayByrd Films
Brad Tramel
Web Developer
Minnesota Timberwolves
Doug Price
Sr. Motion Graphics Animator
Minnesota Timberwolves
Anh Bernhardt
Web Developer
Minnesota Timberwolves
Celebrate in NYC
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.
