Detroit Lions Experience at the 2024 NFL Draft
The 7th Annual Awards
- Best New Fan Experience
ABOUT THIS ENTRY
After finishing the 2023 season 1st in Game Day Satisfaction according to the NFLs Voice of the Fan survey, we decided to recreate Ford Field and its fan experience inside the NFL Draft footprint.
How does this represent "Excellence in Engagement"?
The Detroit Lions Fan Experience was built from the ground up to recreate all aspects of what a fan would experience on Lions gameday inside Ford Field, not only as a fan, but as a player.
The NFL Draft sees fans of all ages and we wanted to honor that by having something for everyone throughout the consumer journey. The activation was built so that each experience was unique whether it was historic, competitive, personalized, digital, physical, sentimental, or simply fun. Knowing we would get mostly Lions fans, but also fans across the league, we curated the experience to incorporate some elements that were outwardly Detroit Lions fan facing while others were more generic, fun engagement with a Lions twist.
From the beginning, we were committed to creating a personalized experience and making every fan’s dream come true in seeing what it feels like to run out onto Ford Field during player intros. Beyond that, we wanted to entice fun, celebrate the game, and leave an impactful memory with a fan of the Lions brand.
Objective
In 2024, Detroit, Michigan hosted over 775,000 football fans for the NFL Draft Downtown Detroit setting a new attendance record. When we found out the Draft was coming to Detroit, we knew we wanted to highlight our city’s rich sports history and fandom. Ford Field was about a ten-minute walk to the Draft Fan Experience and was outside of the perimeter and direct sightline for any fans attending the Draft. After finishing the 2023 season 1st in Game Day Satisfaction according to the NFLs Voice of the Fan survey, we decided to recreate Ford Field and its fan experience inside the NFL Draft footprint.
Strategy & Execution
We recreated the Ford Field facade including its iconic brick and sandstone features and blue illuminated letters. The entrance was a replica of our graffiti tunnel and as fans entered, they were introduced over the loudspeakers with smoke, music, and a camera capturing them on the videoboard.
After the hero’s entrance, there were five historical uniforms and an interactive photo op featuring the new Lions uniforms that were launched the week prior. A Dan Campbell Zoltar machine where you received your fortune from coach. Endzone Ink with Lions-themed airbrush tattoos including Aidan’s iconic eye black. A Play of the Game photo op that allowed you to capture a photo of yourself catching a football. A reaction wall to compete with friends to test your reaction time. Lions themed arcade games like Strongman and Skeeball. An endzone celebration station to showcase your best touchdown dance. The main stage with a replica videoboard above mounted by the iconic Ford Field letters, just like at the stadium! Lions NFL Championship banners and a replica of the recently flown 2023 NFC North Champions banner were in the rafters. The main stage had a DJ, Lions Cheerleaders,Roary and appearances from Lions Legends and Current Players.
Organizations
- Detroit Lions
- Activate Inc
Credits
Emily Griffin
Senior Vice President, Marketing & Brand
Detroit Lions
Samantha Barney
Senior Director, Marketing
Detroit Lions
Anna Dabaldo
Manager, Marketing
Detroit Lions
Faelan O'Brien
Marketing Events Coordinator
Detroit Lions
Juliana Ferrandino
Executive Assistant
Detroit Lions
Richie Grimshaw
Partnership Marketing Manager
Detroit Lions
Ashley Strauss
Creative Director
Detroit Lions
Dom Dom Veruink
Creative Manager
Detroit Lions
Jeff Nguyen
Team Photographer & Assistant Creative Director
Detroit Lions
Katie Quinlan
Graphic Design Coordinator
Detroit Lions
Kirsten Craig
Owner, Activate Inc
Activate, Inc
Sean Craig
Chief Operating Officer, Activate, Inc
Activate, Inc
Melissa Mertz
Director of Production, Activate, Inc
Activate, Inc
Blaize McIntyre
Operations Manager, Activate, Inc
Activate, Inc
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