New York Jets X Method Man Campaign
The 6th Annual Awards
- Best Use of Culture
- Music or Entertainment
ABOUT THIS ENTRY
Through Method Man, the New York Jets aimed to create a season kickoff video that was authentic to New York and to get fans more excited than ever for the upcoming 2023-2024 season.
How does this represent “Excellence in Engagement”?
The New York Jets collaboration with legendary hip hop star Method Man, brought together Jets fan though a larger platform and ultimately brought more exposure to both the New York Jets and the 2023 season. By using a voice that already resonates within the fan base the New York Jets were able to heighten the excitement around the upcoming season like never before. The Jets pride themselves on creating new ways to relate with various audiences and showed that through the partnership with Method Man.
Objective
Through Method Man, Wu-Tang Clan member and legendary emcee, the New York Jets aimed to create a season kickoff video that was authentic to New York and to get fans more excited than ever for the upcoming 2023-2024 season. The Jets aimed to use a public figure that fans could relate to and represented what it means to be a true New York Jets fan. As a New York native and longtime season ticket holder, Method Man has spent years supporting the Jets through the highs and lows. His dedication to the team and city made him the perfect figure to help build excitement for the upcoming season. The hip-hop icon, connected with Jets fans not only through his shared love for the city and team, but also through his music. 2023 marked the 50th year of hip-hop and as a key founder and driver of the genre’s popularity in its origin city, Method Man was a natural fit in the team’s objective spark the fan base like never before.
Strategy & Execution
Due to a long-standing relationship with the team and as a season ticket holder since 2012, Method Man was invited to join the Jets for a VIP experience at training camp this summer. He was an instant hit with the team and he the opportunity to connect with players when he addressed them in their post practice huddle. After seeing his popularity with not only with the team but also with fans via his appearance on Hard Knocks, a sports documentary series that followed the Jets during training camp, airing on HBO Max, the Jets knew they should further explore opportunities with Method Man. Therefore they drafted a script for the Jets 2023 Season Hype Video and pitched it to him. After reviewing the script Method Man agreed to narrate the hype video at no cost. On September 7, 2023 the hype video was published across Jets social media platforms, receiving immediate praise and success from fans. Upon seeing the online success following the video, the Jets capitalized by turning digital success into in person collaboration to create a more personal relationship. Thus, the Jets invited Method Man to the season opener on September 11, 2023 to announce player introductions.
Organizations
- New York Jets
Links
Credits
Clifford (Method Man) Smith Jr
Talent
New York Jets
Hugo Salazar Jr.
Talent
Freelance
Cordell Black
Talent
Freelance
Elliot Thomas
Talent
Freelance
Eric Gelfand
Senior Vice President, Communications & Content
New York Jets
Jessica Ciccone
Vice President, Content Strategy and Marketing
New York Jets
Tim Kemp
Vice President, Marketing
New York Jets
Brian Mulligan
Vice President, Event and Game Operations
New York Jets
Jack Holmgren
Director, Fan Engagement & Game Presentation
New York Jets
Dan Szpakowski
Director, Content and Production
New York Jets
Perry Mattern
Senior Manager, Social Media
New York Jets
Pablo Mondragon
Coordinator, Content and Production
New York Jets
Mitchell Akselrad
Writer/Director
Freelance
Katrina Rotondo
Producer
Freelance
Geoffrey George
DP
Freelance
Ray Rushing
2nd DP
Freelance
Ronnie Bhardwaji
Gaffer
Freelance
Connor Bewighouse
Key Grip
Freelance
Jorge Urbaez
Swing
Freelance
Maurice Guadalupe
Swing
Freelance
Jeanna Canatsey
Loader
Freelance
Ryan Nocella
1st AC
Freelance
Greg Howard
2nd AC
Freelance
Ruben Morales
Sound Mixer
Freelance
Doug Interratne
B Cam Op
Freelance
Kyle Fasanella
Steadi-Cam Op
Freelance
Martyse Lewis
Method Man's Barber
Freelance
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