NFL Draft

Project Overview

After 50 years in New York City, the NFL Draft was coming to Chicago and expanding from the traditional auditorium setting to include a family-friendly fan festival in Grant Park.

Our team worked with the NFL to get the word out that “Chi-Town is Draft Town” via a comprehensive media and marketing effort.

The approach was simple: build awareness that the Draft was coming to Chicago, build excitement about the festival elements and broader demographic reach, and engage fans to attend the events.

Challenge

Overcome preconceptions about the NFL Draft—an event that had been held indoors, in New York City, and largely for die-hard football fans only, for the past 50 years.

Strategy

Educate through a comprehensive out-of-home media campaign.

Excite through activations, earned media attention, and over-the-top promotions.

Engage by showcasing activities, events, and celebrity involvement

Results

Generated more than 100 million media impressions pre-event.

Exceeded attendance target by 300% with 200,000 fans over three days.

Over-delivered on targeted media reach, generating seven-figure cost savings.

client examples

  • New Years Eve Blast
  • Special Olympics
  • Wintrust Financial
  • USC Caruso Catholic Center
  • NFL Draft
  • Arena Club at Soldier Field
  • Chicago 2016 Olympic Bid

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