--- title: Minnesota Vikings ’Winter Whiteout’ | 7th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/VWWJPYVY-e7b9cxlswo-file.jpg --- Minnesota Vikings ’Winter Whiteout’ | 7th Hashtag Sports Awards [The 7th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2025?hsLang=en) # Minnesota Vikings ’Winter Whiteout’ [Minnesota Vikings](https://www.vikings.com/) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fminnesota-vikings-winter-whiteout) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fminnesota-vikings-winter-whiteout&text=Minnesota+Vikings+%E2%80%99Winter+Whiteout%E2%80%99+%7C+7th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fminnesota-vikings-winter-whiteout) ABOUT THIS ENTRY The Minnesota Vikings’ 2024 Winter Whiteout campaign was a fully integrated, multi-platform initiative designed to elevate a team tradition while driving engagement, merchandise sales, and community connection. Focused on three core objectives—selling white merch, building excitement around wearing white, and driving fan engagement—the campaign leveraged a combination of paid media, influencer partnerships, guerrilla marketing, digital activations, and an immersive gameday experience. The campaign achieved record-breaking success, surpassing key goals: White merchandise sales reached 219% of the goal, 71% of stadium attendees wore white (+11% over the goal), and the SMS giveaway campaign engaged Gen Z and expanded the Vikings’ database to 167% of the goal. Collaborations with artists, influencers, and major brand partners reinforced the Winter Whiteout’s impact, culminating in a visually stunning and fan-driven experience at U.S. Bank Stadium. The campaign’s integration of social, digital, and in-person activations set a new benchmark for immersive fan engagement. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/VWWJPYVY-e7b9cxlswo-file.jpg?width=1920&height=1080&name=VWWJPYVY-e7b9cxlswo-file.jpg) How does this represent "Excellence in Engagement"? The 2024 Winter Whiteout campaign embodies Excellence in Engagement by redefining fan interaction through an immersive, multi-touchpoint strategy. It set new benchmarks in sports marketing by: Transforming fan participation—elevating a single-game event into a season-defining spectacle that engaged attendees pre-game, in-stadium, and beyond. Pioneering community-driven storytelling—leveraging guerrilla marketing, influencer content, and university partnerships to foster localized, authentic engagement. Maximizing multi-platform reach—seamlessly integrating social, paid, and traditional media to extend awareness beyond game day. Innovating through partnerships—activating brands like Caribou Coffee, Pepsi, and UNRL to provide experiential touchpoints, scholarships, and exclusive prizes via SMS, strengthening both engagement and brand affinity. This campaign raises the bar for fan engagement by proving that blending digital, physical, and experiential elements can turn a moment into a movement. It serves as a blueprint for the industry, showcasing how immersive storytelling and integrated activations can drive deeper connections, long-term loyalty, and tangible business impact. This level of innovation will inspire the future of fan engagement, pushing teams and brands to move beyond passive promotions and create interactive, emotionally resonant experiences that build lasting fan relationships. Objective The 2024 Winter Whiteout campaign was created to strengthen an emerging Vikings tradition while delivering key business outcomes in fan engagement, merchandise revenue, and database growth. The three core objectives were: 1. Maximize White Merch Sales: Drive demand for Winter Whiteout merchandise, ensuring accessibility across various price points and appealing to a wide range of fans, including Gen Z. 2. Advance the Winter Whiteout Tradition: Creating an immersive stadium experience with fans wearing white, rally towels, stadium branding, and themed game elements. 3. Engage Gen Z and Build the Database: The 10 Days of Giveaways SMS campaign was designed to increase opt-ins among young fans, using exclusive prizes and interactive engagement. The campaign utilized a multi-channel marketing approach—blending digital, social, influencer, out-of-home, and retail activations to ensure maximum reach. A special guerrilla campaign hid 200 mini helmets around the Twin Cities, driving local engagement. Strategic partnerships, including Caribou Coffee’s campus giveaways and artist collaborations, added authenticity and excitement to the initiative. Strategy & Execution 1. Pre-Promotion & Hype-Building * Multi-channel marketing campaign, including paid social ads, web ads (geofencing U.S. Bank Stadium), streaming, billboards, and retail activations. * Player and influencer amplification, with custom "Wear White" graphics for players and influencers receiving merch to promote the campaign (2.9M+ reach). * Exclusive artist collaborations, featuring an apparel designer, illustrator, and painter, who created unique Winter Whiteout-inspired pieces to elevate the campaign’s cultural impact. * 10 Days of Giveaways SMS campaign, driving fan engagement and database growth with exclusive prizes and gameday perks. * Guerrilla marketing stunt: 200 Winter Whiteout mini helmets and game tickets hidden around the Twin Cities, sparking excitement and local buzz. 2. Merchandising & Community Activation * Themed product collaborations, including a co-branded Winter Whiteout merch line. * Caribou Coffee x Vikings partnership on college campuses, offering free coffee and scholarships to students making an impact. 3. Gameday Experience * U.S. Bank Stadium transformed into an all-white spectacle. * Custom white rally towels, field paint, cheer uniforms, and winter-themed graphics. * Themed halftime show featuring Vanilla Ice performing "Ice Ice Baby." * Unique partner activations: Pepsi’s commemorative paper helmets and Pendleton Whisky’s ice bar. This fully integrated approach ensured fan participation, merchandising, and branding worked seamlessly to deliver an unforgettable Winter Whiteout experience. ** Nominations ** - Best Integrated Campaign **Organizations** - Minnesota Vikings **Links** - [  Website ](https://vikingswinterwarrior.myportfolio.com/integrated-campaign) **Credits** **[ Jacqueline Ramacher](https://www.linkedin.com/in/jacqueline-ramacher-811a4040/) ** Art Manager Minnesota Vikings **[ Alicia Dreyer](https://www.linkedin.com/in/aliciadreyer/) ** Creative Director, Brand & Design Minnesota Vikings **[ Bryan Harper](https://www.linkedin.com/in/bryanharper/) ** Vice President, Content & Production Minnesota Vikings **[ Martin Nance](https://www.linkedin.com/in/martinnance/) ** Executive Vice President & Chief Marketing Officer Minnesota Vikings **[ Elizabeth Douglas](https://www.linkedin.com/in/elizabethdougl/) ** Design Manager Minnesota Vikings **[ Alex Miller](https://www.linkedin.com/in/alex-miller-a7190a113/) ** Video Producer Minnesota Vikings **[ Allan Wertheimer](https://www.linkedin.com/in/allan-wertheimer-bab157207/) ** Senior Director, Production Operations Minnesota Vikings **[ Ashley Harris](https://www.linkedin.com/in/ashley-harris-519700193/) ** Graphic Designer and Marketing Photographer Minnesota Vikings **[ Brianna Yang](https://www.linkedin.com/in/briannamaryyang/) ** Minnesota Vikings Email & Digital Marketing Coordinator **[ Davis Pruett](https://www.linkedin.com/in/davis-pruett-580016107/) ** Motion Graphics Designer Minnesota Vikings **[ Arthur Kuh](https://www.linkedin.com/in/arthurkuh/) ** Manager, Game & Event Creative Minnesota Vikings **[ Laney Austin](https://www.linkedin.com/in/laney-austin-b7995a54/) ** Senior Manager, Social Media & Email Minnesota Vikings **[ Jordan Ramsey](https://www.linkedin.com/in/jordan-ramsey-00619583/) ** Senior Manager, Partner Experience & Special Projects Minnesota Vikings **[ Bethel Biniam](https://www.linkedin.com/in/bethel-biniam-0a4780192/) ** Creative Project Coordinator Minnesota Vikings **[ Brandon Clemens](https://www.linkedin.com/in/clemens-brandon/) ** Director, Experiential & Youth Marketing Minnesota Vikings **[ Brooke Beuthling](https://www.linkedin.com/in/brooke-beuthling/) ** Business Data Analyst Minnesota Vikings **[ Kim Ippolito](https://www.linkedin.com/in/kim-ippolito-b6934564/) ** Digital Marketing & Media Manager Minnesota Vikings **[ Katrina Jaeger](https://www.linkedin.com/in/katrina-jaeger-2152614/) ** Senior Partnerships & Brand Experience Minnesota Vikings **[ Vanessa Reid](https://www.linkedin.com/in/vanessa-reid-4b865b15/) ** Senior Director Guest and Premium Experience Minnesota Vikings **[ Amy Anthony](https://www.linkedin.com/in/amy-anthony-91418a30/) ** Director of Events & Hospitality Minnesota Vikings **[ Will Sheedy](https://www.linkedin.com/in/william-sheedy/) ** Cinematographer Minnesota Vikings **[ Amy Thomas](https://www.vikings.com/team/front-office-roster/) ** Manager, Merchandise & Retail Experiences Minnesota Vikings **[ Lauren Pinter](https://www.linkedin.com/in/laurenpinter/) ** Senior Manager, Game and Event Entertainment Minnesota Vikings **[ Meaghan Fors](https://www.linkedin.com/in/meaghan-fors/) ** Innovation Strategy Manager Minnesota Vikings **[ Kristin Mathis](https://www.linkedin.com/in/kristinjmathis/) ** Partnership Strategy and Activation Coordinator Minnesota Vikings **[ Erika Frid](https://www.linkedin.com/in/erika-lone-frid-78377534/) ** Manager, Partnership Activation Minnesota Vikings **[ Nate Swenson](https://www.linkedin.com/in/nate-swenson-5371b878/) ** Senior Manager, Partnership Activation Minnesota Vikings **[ Alexandra Moreno](https://www.linkedin.com/in/alexandra-moreno-aaa735223/) ** Graphic Design Associate Minnesota Vikings **[ John Paul Nguyen](https://www.linkedin.com/search/results/all/?fetchDeterministicClustersOnly=true&heroEntityKey=urn%3Ali%3Afsd_profile%3AACoAAD7e8VcBPoHXy9qoWNhAoDV5mULKVE86WaU&keywords=john%20paul%20nguyen&origin=RICH_QUERY_SUGGESTION&position=0&searchId=1288f26c-b3c6-49b6-82ed-92aa9486a467&sid=pS~&spellCorrectionEnabled=false) ** Graphic Design Associate Minnesota Vikings #### INSPIRED TO ENTER WORK? 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