2024 Los Angeles Rams Draft Campaign
The 7th Annual Awards
- Best Integrated Campaign
ABOUT THIS ENTRY
No one does the NFL Draft like the Rams, and this year’s campaign was a resounding reminder of that fact. Refusing to settle for the success of the past few years, we continued to push the boundaries of partner value, content innovation, and community engagement to deliver an unforgettable Draft Campaign. We found the perfect title partner in Zillow for our Draft House. We put a football field on the beach. These bold ideas, with the iconic beauty of Hermosa Beach serving as the backdrop, culminated in the largest Draft Campaign in Rams history.
How does this represent "Excellence in Engagement"?
Our largest draft campaign to date.
Objective
For NFL fans, the off-season has one major event – the NFL Draft. With over 10M views each year, this event is a golden opportunity to capture the hearts and minds of fans of all ages. From the 1st pick to Mr. Irrelevant, this is where the future of players, teams, and the league is effectively decided.
Coming off a thrilling season which culminated in an electrifying season-ending run to make the playoffs, the team had tangible momentum as we shifted our focus to 2024. Pair this with the possibility of the franchise’s first 1st-round selection since 2016, and the fanbase’s energy surrounding the Draft reached an all-time high.
To capitalize on the rising stardom of the team and the excitement amongst Rams fans, we knew we had to deliver our best Draft campaign yet.
Strategy & Execution
We started with the Zillow Draft House, a stunning estate in the heart of Hermosa Beach which we transformed into a monument of Rams history to awe casual and avid fans alike. Whether it was displays of gold/platinum records to signify the team’s “greatest hits”, rooms filled with our innovative merch collaborations, or dedicated areas featuring the products of our various partners, the Draft House had it all. This would become the setting for the most anticipated Rams Draft in years.
Just a few blocks away, the fun really began. Fans were invited to the Hermosa Beach Pier, where attendees were treated to a spectacle previously reserved for Rams fanatics’ dreams. The Draft Experience offered attractions for fans of all ages, from personalized trading cards to face painting to musical performances by hit rapper Gunna. At the center of it all stood SoFi Field, a scaled version of our home field at SoFi Stadium, offering thousands of young fans the opportunity to feel like part of the team as they engaged in football camps & clinics.
Organizations
- Los Angeles Rams
- Zillow
Links
Credits
Kathryn Frederick
Chief Marketing Officer
Los Angeles Rams
Lexi VonderLieth
VP, Brand Strategy
Los Angeles Rams
Marissa Daly
VP and GM, Rams Studios
Los Angeles Rams
Brittany Cipolla
Senior Manager, Integrated Marketing
Los Angeles Rams
Cameron Kirst
Senior Manager, Marketing Strategy and Operations
Los Angeles Rams
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.