Vikings x 3M: Handwarmer Campaign

ABOUT THIS ENTRY

The Minnesota Vikings and 3M partnered to create and distribute custom cold-weather handwarmers to 40,000 fans as part of 3M’s entitlement game. The campaign highlighted 3M technology in a fan-first way, supported by influencer outreach, community events, and integrated digital storytelling.

How does this represent "Excellence in Engagement"?

This partnership activation required continual creativity and collaboration to overcome unforeseen obstacles to execute on creating a brand new concept and product. We engaged with the modern fan through excellence in product quality, experiential marketing and brand integration. Through the creation of unique high quality giveaway item fans were organically excited, which has resulted in enough demand that 3M may launch new product line for other sport properties. We delivered to meet fans’ need and necessity of experiential marketing by incorporating the activation throughout the game day experience and beyond the stadium through social media integration. This activation set a new standard of excellence for product integration in a way that inspires other partners to leverage their products that creatively and uniquely appeals to Vikings fans.

Objective

In the ninth year of a decade-long partnership, our efforts in this campaign have been pivotal in aiding the contract renewal of, significantly influencing long-term revenue. As a giveaway idea that was initially presented in 2021, we were able to deliver a creative solution as an international value add opportunity that secured funding to support this initiative.

This unique entitlement giveaway extended beyond game day through:
* Community impact events that align with our shared organizational missions, exemplified by our providing experiences for People Serving People and The Link
* Influencer strategy that included kitting and distributing to 350 media outlets, local influencers, and joint partners. Our influencer strategy included kitting and distributing to 350 media outlets, local influencers, and joint partners.
* Email and Social Strategy: Included a paid player post, email promotional integration and social collaborations.

Strategy & Execution

A promotional strategy was developed around a strategic social media campaign which included community impact storytelling and player reaction to the giveaway. By distributing handwarmers at events, to players in the locker room, friends and family of players, and to select influencers and celebrities. As a result, organic media capture created awareness and excitement leading into the giveaway. The handwarmers themselves were created to meet the modern fans’ brand-consciousness by leveraging the Vikings’ brand for consumer reach while seamlessly highlighting 3M technology in the high product. The physical components of the item included an interactive, high-quality product that was part of an exclusive (partial stadium) giveaway. Specific to the needs of the Vikings fan base, the handwarmers are suitable for cold climates and provide safety elements unique to the short, dark winter days of the North. This unique product layered into 3M’s game entitlement, which also served as the Vikings’ Winter Whiteout Game rounded out a thematic game experience for fans.

Organizations

• 3M
• Minnesota Vikings
• U.S. Bank Stadium

Links

•   Website

Featured

• Aaron Jones
• Kyle and Jordan Rudolph
• Larry Fitzgerald
• Emma Carpenter
• Whitney Risner
• Michelle Young
• Jamie Erdahl
• Josh Duhamel
• Keely Grugier-Hill
• Kelsey Andersen
• Tess Christine
• Claudia Carmago
• Tamara Waterston
• Christine Lakin
• Tatum Everett
• Karlie Place
• Holly Vanselow
• Malina Moye and 80+ various Vikings and 3M influencers
• Vikings Legends and current players

Credits

Laney Austin
Senior Manager, Social Media & Email
Minnesota Vikings

Amory Coleman-Reeves
Content Production Associate
Minnesota Vikings

Elizabeth Douglas
Design Manager
Minnesota Vikings

Alicia Dreyer
Creative Director, Brand & Design
Minnesota Vikings

Ally Fernholz
Corporate Sponsorships Leader
3M

McKenzie Gernes
Senior Manager, Corporate Partnership Sales
Minnesota Vikings

Ashley Harris
Graphic Designer and Marketing Photographer
Minnesota Vikings

Haley Hiljus
Manager, Events Hospitality
Minnesota Vikings

Collin Hummel
Director of Partnerships
3M

Jesse Johnson
Shipping & Receiving Manager
Minnesota Vikings

Logan Johnson
Director of Community Relations
Minnesota Vikings

Candice Kenall
Senior Manager, Content Strategy
Minnesota Vikings

Arthur Kuh
Senior Manager, Game and Event Creative
Minnesota Vikings

Heather Larsen
Senior Director, Digital Marketing & Content
Minnesota Vikings

Eleanor Muske
Event Manager
U.S. Bank Stadium

Jay Nelson
Senior Manager, Motion Graphics
Minnesota Vikings

J.P. Paul
Vice President, Corporate Development & Guest Relations
Minnesota Vikings

John Penhollow
Executive Vice President & Chief Revenue Officer
Minnesota Vikings

Lauren Pinter
Senior Manager, Game and Event Entertainment
Minnesota Vikings

Davis Pruett
Motion Graphics Designer
Minnesota Vikings

Jordan Ramsey
Senior Manager, Partner Experience & Special Projects
Minnesota Vikings

Vanessa Reid
Senior Director Guest and Premium Experience
Minnesota Vikings

C.J. Rugh
Senior Manager of Guest Operations
Minnesota Vikings

Kady Stoll
Vice Present, Global Partnerships
3M

Jordan Struck
Studio Operations Manager
Minnesota Vikings

Allan Wertheimer
Senior Director, Production Operations
Minnesota Vikings

Brianna Yang
Email & Digital Marketing Coordinator
Minnesota Vikings

Lindsey Young
Staff Writer / Assistant Editor
Minnesota VIkings

Samantha Ziwicki
Coordinator, Community Relations
Minnesota Vikings