Let’s rally fans around the world.
How do you rally fans beyond homebase?
Being a die-hard sports fan is an inherently social experience, and few teams know this better than the community-owned Green Bay Packers. With a global and active fan base, the team wanted a digital program that offered new opportunities to connect fans with each other and their team.
We partnered with the organization to develop Packers Everywhere, a digital platform that serves as the global hub for Green Bay love. To kick off the program, we helped knit together a network of 2,500 bars in all 50 states and around the world, crowning them official “Packers Everywhere” locations where fans could come together and cheer.
Packers Everywhere also offers opportunities to connect around fan rituals, from Packers-themed recipe swaps to the annual Fan Choice Awards. Just as visitors in Wisconsin are drawn to Lambeau Field on game day, the platform gives fans a place to share their pride. With a large and active audience in place, the Packers organization has also been able to demonstrate the value of its engagement efforts to sponsors and advertisers—and drive measurable returns on its digital investment.
An app to unite local fans
The Packers Everywhere app helps fans find game viewing parties and other offline events no matter where they are in the world.
A ticket to Packers fame
The Packers Ticket Takeover Contest rewarded fans for uploading their photos by printing the highest vote-getter on more than 80,000 tickets and sending the winner and a guest to the game. Out of 8,000 entries, 8-year-old Emily Sperduto of Oxford, N.J., won. Reading that Emily would be traveling to the game with her father, a fan paid to send her mother so the family could attend together—one of many moments that demonstrate the power of this passionate community.
A taste of the tailgating experience
Food is a major way that fans celebrate their team. The Packers Fans’ Recipes program gives fans a fun way to share their favorite game-day recipes.
Partnering with the Packers
Packers Everywhere has helped the team attract over 240,000 new email sign-ups—making the franchise an attractive partner for sponsorship opportunities. From Mission Foods to XBox to New Era, the platform has been home-base for promotions that drive advertising revenue as well as merchandise sales through the Packers Pro Shop online store.