New York Jets Green & White Day presented by Paramount+

ABOUT THIS ENTRY

Jets Green & White Day is an annual celebration dedicated to New York Jets fans, featuring a variety of exciting activities such as giveaways, exclusive merchandise drops, and special events like the Empire State Building lighting ceremony. The festivities offer fans numerous opportunities to win tickets, autographed items, and even a VIP experience at a Jets home game, making it a highly anticipated event for the Jets community.

How does this represent "Excellence in Engagement"?

The New York Jets' Green & White Day set new benchmarks in fan engagement by seamlessly integrating traditional and digital platforms to create a comprehensive and immersive experience. The event's success in driving fan interaction through a text-to-win sweepstakes, social media giveaways, and exclusive merchandise drops demonstrated the power of multi-channel engagement. The limited-edition merchandise collection sold out quickly, reaching an 85% sell thu in six hours of the collection being online.

The special lighting ceremony at the Empire State Building, featuring Jets Legend Bart Scott, not only created a visually impactful moment but also set a precedent for leveraging iconic landmarks to enhance brand visibility. This innovative approach to fan engagement can inspire other sports organizations to think creatively about how to connect with their fanbase.

By combining these elements, the Green & White Day campaign showcased the importance of creating memorable, shareable experiences that resonate with modern fans. This work represents excellence in engagement by setting higher standards for fan interaction and brand activation, ultimately moving the industry forward through innovative and integrated strategies. The campaign's success in creating a cohesive and impactful experience serves as a model for excellence, inspiring others to elevate their engagement efforts.

Objective

The primary objective of the Jets' Green & White Day, presented by Paramount+, was to create a highly engaging and memorable event that would capture attention, drive fan engagement, and elevate awareness and viewership of the team's season opener on Monday Night Football. This initiative aimed to unite Jets fans, generate excitement for the upcoming season, and enhance the team's brand visibility on a national scale. By leveraging various marketing platforms and partnerships, the campaign sought to create a cohesive and impactful experience that resonated with fans and amplified the team's presence both locally and nationally.

The unique goal was to foster a sense of community and anticipation among Jets fans, ensuring they felt connected and invested in the team's journey. The event was designed to be a celebration of the team's heritage and future, bringing together fans of all ages and backgrounds. By incorporating elements such as a special lighting ceremony at the Empire State Building and exclusive merchandise drops, the campaign aimed to create lasting memories and a strong emotional connection with the fanbase. Ultimately, the goal was to build excitement to a fever pitch heading into the season opener.

Strategy & Execution

The New York Jets' Green & White Day was designed and implemented to cater to the modern sports fan, who values engagement, exclusivity, and a multi-platform experience. Recognizing that today's fans are digitally savvy and socially connected, the campaign leveraged a blend of traditional and digital media to maximize reach and interaction.

The event featured a text-to-win sweepstakes on nyjets.com, driving digital engagement and offering fans a chance to win a VIP game experience. This approach not only boosted website traffic but also provided an interactive element that modern fans appreciate. Social media played a crucial role, with timed giveaways on the Jets' X page, fostering real-time interaction and excitement. The release of a limited-edition merchandise collection in collaboration with Starter catered to fans' desire for exclusive and high-quality items.

Additionally, the special lighting ceremony at the Empire State Building, featuring Jets Legend Bart Scott and a local girls' flag football team, created a visually impactful and shareable moment, enhancing the team's presence in New York City. By combining these elements, the campaign successfully engaged modern sports fans through a dynamic and immersive experience that resonated across multiple platforms.

Organizations

• New York Jets
• Paramount+

Links

•   Website

Featured

• Jets Legend Bart Scott

Credits

Chris Pierce
Vice President, Fan Commerce
New York Jets

Thomas Ginn
Assistant, Fan Commerce
New York Jets

Dan Szpakowski
Senior Director, Content Strategy & Production
New York Jets

Sarah Snyder
Manager, Photography & Digital Archival Services
New York Jets

Tim Kemp Kemp
Vice President, Marketing
New York Jets

Jessica Ciccone
Vice President, Social & Digital Media
New York Jets

Jose Rey
Senior Director, Creative
New York Jets

Jessica Blank
Senior Director, Marketing
New York Jets

Karis Felton
Coordinator, Marketing
New York Jets

Daniel Frazier
Manager, Creative Services
New York Jets

Keira Kinney
Manager, Creative
New York Jets

Ted Betsy
Graphic Designer
New York Jets

Eric Allen
Vice President, News Strategy
New York Jets

Seth Bradley
Director, Feature Productions and Original Programming
New York Jets

Tony Mancuso
Director, Digital Media Operations
New York Jets

Chris Ubbens
Director, Production Operations
New York Jets

Ethan Greenberg
Team Reporter/Producer
New York Jets

Austin Seabolt
Coordinator, Feature Programming & Cinematographer
New York Jets

Frank Lazar
Coordinator, Creative Brand Producer and Cinematographer
New York Jets

Pablo Mondragon
Coordinator, Content and Production
New York Jets

Kylie Sturgill
Coordinator, Social Media
New York Jets

Caroline Hendershot
Team Reporter
New York Jets

Tim Morgan
Motion Graphics Designer
New York Jets

Brittany Ehrlich
Coordinator, Social Media
New York Jets

Bobby Dougherty
Coordinator, Post Production
New York Jets

Michael Milea
Manager, Digital Assets & Operations
New York Jets

Sarah Conti
Producer/Editor
New York Jets

Nadia Pacheco
Assistant, Social Media
New York Jets

John Pullano
Assistant, Digital
New York Jets

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