--- title: We Want More Tour | 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/owYrLDmj-DHP5kGaUqf-file.png --- We Want More Tour | 7th Hashtag Sports Awards [The 7th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2025?hsLang=en) # We Want More Tour [Detroit Lions](https://www.detroitlions.com/) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fwe-want-more-tour) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fwe-want-more-tour&text=We+Want+More+Tour+%7C+7th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fwe-want-more-tour) ABOUT THIS ENTRY To celebrate the fan, the Lions took the spirit of Detroit on the road through the We Want More Tour presented by Bud Light to celebrate the playoffs state-wide and across international borders engaging with current fans, garnering leads and spreading fandom. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/owYrLDmj-DHP5kGaUqf-file.png?width=1920&height=1080&name=owYrLDmj-DHP5kGaUqf-file.png) How does this represent "Excellence in Engagement"? Detroit is a sports town equipped with loyal fans who travel nationwide to see us play Sunday in and Sunday out. From selling out Ford Field, to setting new decibel records, to creating a home field advantage on the road, Lions fans are an integral part of our story. But as much as we want to engage with our fans at Ford Field and Lions events in the metro-Detroit area, we realize there is a large portion of our fanbase who aren’t able to attend these home games or events due to their location or limited tickets, so the We Want More Tour was created for Lions fans near and far, to celebrate the playoffs in as many hometowns as possible. The We Want More Tour mobilized fan activation for a significantly higher reach as we brought the experience to the fans. The Tour launched the playoff brand campaign through a high-touch experiential activation that marked one the most widespread fan activations in Detroit Lions history. The fan first activation traveled over 1,527 miles in 10 days and was built to excite and raise awareness of the playoffs locally, state-wide and internationally providing experiential, social and digital extensions. Objective The Lions came off a recording breaking 2023 season looking for more with a brand campaign of 'It Takes More'. As we transitioned into the postseason, the campaign evolved into ‘We Want More’. Coming out of back-to-back historic seasons in Detroit, we wanted to find a way to give back to our loyal, widespread fanbase who have never wavered, including all of the Lions fans throughout the great state of Michigan. To celebrate the fan, the Lions took the spirit of Detroit on the road through the We Want More Tour presented by Bud Light to celebrate the playoffs state-wide and across international borders engaging with current fans, garnering leads and spreading fandom. Strategy & Execution The tour bus was Lions branded to create maximum impact as it traveled and was followed by a truck and trailer with larger fan activations for built out stops. The tour kicked off at the Spirit of Detroit as we outfitted the statue with a Lions jersey and then appeared in cities such as Lansing, Grand Rapids, Traverse City, Ann Arbor and St. Ignace in the Upper Peninsula. With our expansion into Canada through the NFL’s Global Markets Program, the bus traveled across the border with two stops in Windsor, Ontario. The bus had brand ambassadors inside engaging with fans no matter where it was in the state. Brand ambassadors gave away Lions premiums to ensure high touchpoints as they traveled. Scheduled stops were promoted on Detroit Lions social media handles weekly and daily. At each stop, there was a 50-foot by 30-foot activation space where fans could engage with a custom touchdown celebration photo op, tailgate games, giant Lions letters and a ‘Call Dan’ phonebooth - where fans called Coach Dan Campbell to hear one of his motivational speeches or won playoff tickets. Fans were also surprised at stops by Detroit Lions Cheerleaders, Roary and Lions Legends like Jason Hanson. ** Nominations ** - Best Brand Experience or Activation **Organizations** - Detroit Lions - Activate Inc - Bud Light **Credits** **[ Emily Griffin](https://www.linkedin.com/in/emilygriffinlions/) ** Senior Vice President, Marketing & Brand Detroit Lions **[ Samantha Barney](https://www.linkedin.com/in/samantha-barney-76667b11b/) ** Senior Director, Marketing Detroit Lions **[ Andrew Frey](https://www.linkedin.com/in/andrewfrey1/) ** Director, Marketing Events Detroit Lions **[ Faelan O'Brien](https://www.linkedin.com/in/faelan-obrien/) ** Marketing Events Coordinator Detroit Lions **[ Anna Dabaldo](https://www.linkedin.com/in/anna-dabaldo/) ** Manager, Marketing Detroit Lions **[ Juliana Ferrandino](https://www.linkedin.com/in/juliana-ferrandino/) ** Executive Assistant Detroit Lions **[ Richie Grimshaw](https://www.linkedin.com/in/richardgrimshaw4/) ** Partnership Marketing Manager Detroit Lions **[ Ashley Strauss](https://www.linkedin.com/in/ashleystrauss1/) ** Creative Director Detroit Lions **[ Dom Veruink](https://www.linkedin.com/in/dom-veurink/) ** Creative Manager Detroit Lions **[ Jeff Nguyen](https://www.linkedin.com/in/jeff-nguyen-27a50616/) ** Team Photographer & Assistant Creative Director Detroit Lions **[ Kirsten Craig](https://www.linkedin.com/in/kirsten-craig-309b5328/) ** Owner, Activate Inc. Activate, Inc **[ Sean Craig](https://www.linkedin.com/in/sean-craig-6987ba77/) ** Chief Operating Officer, Activate, Inc Activate **[ David Schwartz](https://www.linkedin.com/in/david-schwartz-3a88a1150/) ** Business Development Manager Activate, Inc **[ Tara Preyers](https://www.linkedin.com/in/tarawesley/) ** Account Director Activate, Inc **[ Blaize McIntyre](https://www.linkedin.com/in/blaize-mcintyre-71b9b843/) ** Operations Manager Activate, Inc #### INSPIRED TO ENTER WORK? Entries to the 9th Hashtag Sports Awards will open in October 2026. Sign up below for announcements, case studies, podcasts, and the prestigious shortlist of nominations. [![GET ALERTS](https://no-cache.hubspot.com/cta/default/834568/interactive-214928231544.png) ](https://www.hashtagsports.com/hs/cta/wi/redirect?encryptedPayload=AVxigLIQBLON66eKU4sG3ojBSJ4OyhFpSKmTXIlYDGOPUn926RSmITK3gPTpAR2S1Rok6AEjn5g3RuOTpQeEPOPyL%2FT%2BVLxGBILmJPfSCQcqqezu6wYucAVnW8hdVs2skPdt%2FcaPzIgFFRR4Qp7H6w9GT5Cx6zt13GoIsJTzAnj7BS5Exl88sJnVwOpOMM%2Fp9KKlDWjaYTIuy5Hu&webInteractiveContentId=214928231544&portalId=834568&hsLang=en) × HASHTAG SPORTS AWARDS VOTE FOR THE BEST IN SPORTS ENTERTAINMENT ## Almost there! One more step and you're on the way to casting your votes. SIGN UP TO VOTE