Seahawks Throwback Uniform Launch | Integrated Marketing Campaign
Client/Employer: Seattle Seahawks
With the introduction (ahem, re-introduction) of the Seahawks uniforms worn by the team in the 1990s, we launched a campaign designed to take fans back to the 90s. The campaign featured a “90s House” video to kick things off, along with over 200 social media posts, custom graphics, a microsite complete with an AOL-inspired startup screen and classic dial-up tone, a TikTok AR filter that turned fans into a Seahawks running back in the Kingdome, and more. Campaign goals were to drive fan sentiment and buzz, inspire retail sales, and grow brand affinity nationally.
Problem: Wanted to reignite fan enthusiasm and drive merchandise sales by reintroducing the beloved 90s-era uniforms.
Strategy: Developed a multi-channel campaign that leveraged nostalgia, targeting both long-time fans and a younger audience through engaging content and interactive experiences.
Execution: Created a 90s-themed microsite featuring historical content and interactive elements, produced a "90s house" video, and executed a series of social media initiatives to engage fans across platforms between launch and gameday.
Results: Achieved over three times the sales of any previous Seahawks jersey launch, led the NFL in overall engagements during the launch period, and earned a Clio Award for integrated marketing campaign.
RESULTS
Driving Fan Sentiment And Buzz
The Seahawks were the most-engaging NFL team during the first week of launch (7/17/23-7/21/23), when several other teams also launched throwback uniforms. Some overall numbers:
26.5 million impressions
7.3 million video views
1.4 million engagements
Inspiring Retail Sales
The launch campaign resulted in three times the sales of any other Seahawks jersey launch. This was also the “most successful alternate uniform retail launch in Fanatics history.” Their words, not mine. But given the empty walls where the merchandise was supposed to go, I have good reason to believe them.
Growing Brand Affinity Nationally
In addition to driving engagement online and sales at the cash register, the launch campaign drew attention at the national level, and even beyond. According to ESPN, Seahawks Throwbacks were the most searched NFL Throwback on Google Search that July. Lastly, the campaign itself has been earning recognition in award shows.