Zillow Draft House

ABOUT THIS ENTRY

As the Rams continue to innovate the sports experience in the Los Angeles market, we have pioneered a unique approach to football and culture through the Draft House. For the 2024 Draft, the Rams aimed to partner with the right brand, and Zillow, a leader in the home-buying space, was the perfect choice to highlight our War Room.

The 2024 Draft House activation showcased the Rams' forward-thinking approach to sports culture and partnering with Zillow in the town of Hermosa Beach provided a stunning backdrop for selecting a beautiful home while producing content, hosting B2B and influencer events, and engaging with fans to build brand loyalty. This collaboration highlighted both the house and integrated the Immerse technology of the Zillow experience into branded content to tell the story of the Rams 2024 draft while allowing Zillow to shine.

How does this represent "Excellence in Engagement"?

The 2024 Zillow Draft House exemplified “Excellence in Engagement” by transforming the Rams draft into a high-touch, buzzworthy experience that entertained key clients and captivated industry insiders. This Hermosa Beach activation blended sports, lifestyle, and technology—offering exclusive access to the Rams’ War Room while seamlessly integrating Zillow’s Immerse technology to showcase the future of homebuying. Through private events, branded content, and a star-driven campaign featuring rookie Puka Nacua, the partnership delivered a sophisticated, industry-leading activation that elevated both brands.

Setting a new benchmark for experiential marketing, the Rams and Zillow leveraged a real-world setting to craft a compelling narrative that resonated beyond the fanbase. With 35M cross-channel impressions, $12M in earned media, and 2.6M video views on the Draft House Tour, the campaign demonstrated how immersive, brand-aligned experiences can generate industry acclaim and drive high-value engagement. This innovative approach redefined how NFL teams can engage premium audiences—blurring the lines between entertainment, business hospitality, and cultural influence.

Objective

The 2024 Zillow Draft House was the culmination of years of learnings to create a masterclass in blending entertainment, lifestyle, innovation and sports. Born from the Rams' desire to showcase their unique LA identity, the Draft House concept has evolved into an immersive experience that highlighted the iconic locations of Los Angeles (this year in Hermosa Beach) while celebrating the NFL Draft. The Draft House is the home of all things football, including the team’s actual War Room for the NFL Draft but throughout the month, it serves as a hub for business meetings, live events, and exclusive fan content, turning each year’s Draft into a larger-than-life moment. By renting a home for a month, the Rams created money-can’t-buy experiences that connected fans, partners, players, and the city of LA, further rooting the team in the culture of our home market.

Strategy & Execution

As the industry leader in homebuying, Zillow’s mission to corner the LA market aligned seamlessly with the Rams’ ethos of welcoming fans and players into the Ramily.

Zillow’s Immerse technology utilizing the Apple Vision Pro allowed fans to virtually tour the Draft House, blending cutting-edge technology with the homebuying experience. To build hype for the launch, the Rams and Zillow leaned into player driven content and integrated star rookie Puka Nacua into the campaign, which delivered content that felt genuine and uniquely Rams—while still putting Zillow at the forefront. This clever use of this product created true synergy between our brands, amplifying the campaign's reach and further solidifying Zillow as a key partner of the Rams.

Additionally, our Draft House Tour video, featuring the previous year’s Rams rookies, gave fans an inside look at the exclusive setting while further promoting Zillow’s platform. As the former rookies embarked on their NFL journey and found comfort in the NFL, Zillow symbolized the idea of finding a home—not just on the field but in the LA community.

Organizations

• Zillow
• Los Angeles Rams

Links

•   Website

Featured

• WR Puka Nacua
• OL Steve Avila
• Punter Ethan Evans
• Defensive Back Tre Tomlinson
• Running Back
• Zach Evans

Credits

Jennifer Prince
Chief Commercial Officer
Los Angeles Rams

Jason Griffiths
VP Partnerships
Los Angeles Rams

Athena Chen
Senior Director, Commercial Marketing & Experiences
Los Angeles Rams

Tyler Potts
Senior Director of Partnership Sales
Los Angeles Rams

Brittany Ramos
Senior Director of Partnership Management
Los Angeles Rams

Kevin Demoff
President, Team and Media Operations
Los Angeles Rams

Joanna Hunter
Vice President, Corporate Affairs
Los Angeles Rams

Kathryn Kai-ling Frederick
Chief Marketing Officer
Los Angeles Rams

Lexi VonderLieth
Vice President, Brand Strategy
Los Angeles Rams

Marissa Daly
Vice President and General Manager, Rams Studios
Los Angeles Rams

Todd Davis
Vice President, Legal
Los Angeles Rams

Cory Belfort
Senior Director, Creative
Los Angeles Rams

Chris Williams
Senior Director, Video
Los Angeles Rams

Becky Brown
Brand Partnership Manager
Zillow

Jordie Bellairs
Director of Brand Marketing
Zillow

Beverly Jackson
Vice President of Brand and Product Marketing
Zillow

Vanessa Bohlscheid
Director, Brand Communications
Zillow

Jenee Galindo
Associate Manager, Partnership Operations
Los Angeles Rams

Bianca Graves
Senior Manager of Partnership Management
Los Angeles Rams

Evan Drapeau
Senior Manager of Partnership Sales
Los Angeles Rams

Brandon Hino
Associate Manager of Partnership Management
Los Angeles Rams

Rachel Zisman
Senior Manager, Brand Strategy
Los Angeles Rams

Cate Howard
Senior Manager, Partnership Design
Los Angeles Rams

Brittany Cipolla
Senior Manager, Marketing Operations
Los Angeles Rams

Cameron Kirst
Senior Manager, Marketing Operations
Los Angeles Rams

Melissa Park
Senior Manager, Studio Operations
Los Angeles Rams

Brevin Townsell
Photography Lead
Los Angeles Rams

Lauren Thomas
Senior Experiential and Events Manager
Zillow

Julia Marshall Marshall
Experiential Designer
Zillow