With the Dallas Cowboys, I managed our partnership contract to ensure all deliverables within our contract were met. This provided a excellent opportunity to get our brand out in front of a highly-engaged sports team that saw an attendance of more than 90,000 people per home game (+1MM per season). While my scope of work focused on delivering assets such as digital and print signage along with activations for home games and special events, I also worked with the Dallas Cowboys marketing team to create a once-in-a-lifetime VIP party that helped Favor meet a ton of our contractual assets which included:
Branded signage at AT&T Stadium during home games
Partnerships with Cowboy’s-related brands such as their video podcast the Star at Night
Our co-branded VIP Watch Party where (1) winner and (9) guests received:
An exclusive tour of The Star in Frisco
Open-bar and dinner provided by the Cowboys
A meet-and-greet with NFL Hall-of-Famer Drew Pearson
All held in “The War Room” (where Cowboys owner Jerry Jones selects draft members) where the winner viewed the seasons final match-up against the Eagles
Placement is key!
Managing our partnership with the Dallas Cowboys, I had many opportunities to play around and experiment with new ways to get Favor Delivery in front of the eyes of a new audience.
That said, our most successful bout was when we tested out the placement of our 4”x6” fliers. By placing our fliers in-seat, we saw an increase of QR Code scans by over 300% (compared to our efforts on-the-ground). This was partially due to the limited Brand Ambassadors we had on the ground handing out fliers. We were able to get more coverage by utilizing the stadium team to place our promotional assets in the seats before the game. This also gave the audience some time to play around with the QR Code before the action on the field started.
Make Experiential an Experience!
Working with the Dallas Cowboy’s marketing team was a remarkable experience. Together, we planned out a variety of activations throughout our partnership. One of which was our greatly successful, co-branded, VIP Watch Party! This was an experience to triumph all experiences we’ve held in the past.
For this, we opened up entry only for our Dallas-Fort Worth market. Any one placing a Favor during the specified timeframe was automatically entered to win our VIP Experience which included a private tour of the Cowboy’s practice facility with a watch party of the Cowboy’s final away game in The War Room (with a complementary buffet), a meet-and-greet with Football Pro Hall-of-Famer Drew Pearson, along with other great Favor and Cowboy’s branded prizes.
This campaign helped us increase our order count metrics by about 3% and was promoted through social channels, email, radio plays, and other initiatives.
