The document outlines a 6-week marketing campaign to sell remaining personal seat licenses for the Falcons 2017 season. The campaign aims to make fans feel like "playmakers" by scouting, drafting, and inviting them to exclusive experiences. Key tactics include geo-targeting fans with merchandise, hosting draft events, virtual reality stadium tours, and a large social media push towards the end to purchase seats. The goal is to increase fan dedication and commitment through an authentic, engaging experience.

3. THE TASK
Sell the remaining Personal Seat Licenses in the
Mercedes-Benz Stadium for the 2017 Falcons
football season

4. Involvement
Loyalty
Identification

5. THE CHALLENGES
1. Fan Dedication
1. Social Media

6. 1. History and Tradition
2. Entertainment Factor
3. Fan Bonding
4. Authenticity
The top 5 teams with the most
dedicated fans all finished the
2015 – 2016 season league
rankings in the top 6.

7. The Falcons finished the 2015
– 2016 season 16 out of 32
teams.
The Falcons ranked 31 out of
32 NFL teams for fan
dedication.

8. 1. Fans are switching between
their device 27 times an hour
2. Most people have 2 or 3
screens open at once

9. Insights
The average American spends $600/year on
events
This increase 28% for 35-54 year olds
INSIGHT
The average American spends $600 a year on
events
This increases 28% for 35 – 54 year olds

13. Target Audience
• Men ages 25-54, white or black
• College-educated
• Disposable income
• Loyal
• Deliberate
• Up to date
• Assertive and proud
• Involved with children

16. BE A PLAYMAKER
CREATIVE CONCEPT

17. 6 Week Timeline
Week 1: “You’ve been scouted”
Week 2: “You’ve been invited”
Week 3: “You’ve been drafted”
Week 4: “You’re a playmaker”
Week 5: “You should be here”
Week 6: “Your time is running out to make a decision”

18. Week 1: You’ve been scouted
Targeting is at the forefront of the first week. Through geo-targeting,
key consumers will be mailed an exclusive Playmaker Falcons t-shirt
as well as directions on how to enlist in the Playmaker Program. Once
they have enrolled online by providing their information, they will be
mailed a Playmaker Pass that will track their participation throughout
the 6 weeks.
Online banner ads and social media posts will also digitally target
consumers that have been identified in our target market. Ads will use
strong verbiage to catch the consumer’s attention as well as
encourage online enrollment.

21. Week 2: You’ve been drafted
Spotify Playlist
We put together a musical playlist using Spotify to get the Falcons fan base
excited about the upcoming season. Atlanta area musicians are to be featured
to connect the music back to the Falcons. In addition we ask for song
suggestions from some of the players. These songs get the falcons pumped
up for the game and the fans will have a chance to listen to the same music.
Falcon’s Draft Event
The purpose of this event is not only to watch and celebrate the NFL Draft but
also to spread awareness for the following weeks’ events and give an
opportunity for people to sign up and learn more about the upcoming events.
Playmakers will be invited to the party and allowed to bring a plus one. The
event will be held at Piedmont park with food trucks and different booths set up
by MBS sponsors and partners. Playmakers will be invited to watch the draft
but also make their own draft picks. Similar to a Fantasy Football league,
Playmakers will compete to see who can be the most accurate. The top
winners will have points collected to their Playmaker Pass to go towards their
overall total.

22. Week 2: You’ve been drafted

23. Week 3: You’ve been invited
An online tour of the new Mercedes Benz stadium give Falcon fans a
behind the scenes look at the team`s new locker room. A click through
tour will give fans a chance to learn about the features and see the
locker room before it is even build. Fans will unlock content by
answering trivia questions along the way. This entire experience will
be digital, but the fans will feel like a real playmaker, a part of the team.
The hype playlist will be released this week and open for our target
audience to share.

24. Week 3: You’ve been invited

25. Week 4: You’re a Playmaker
Through a partnership with Verizon, we will give fans the chance to take
a look inside the stadium using virtual reality equipment. These events
will take place around the Atlanta area at Verizon retailers. The fans will
be able to tour the stadium seeing not only the field, but also the
countless amenities that Mercedes Benz Stadium offers. The best
locations for this execution will be at the most popular stores throughout
the metro Atlanta area i.e. Perimeter Mall, Cumberland Mall, Mall of
Georgia.
Consumers will also have a chance to virtually be a playmaker by
choosing a play from virtual playbook to watch on equipment. And,
consumers will have a chance to make their own play and then watch it
through the goggles. This week is when the consumer truly gets to be a
playmaker.

26. Week 4: You’re a Playmaker

27. Week 5: You should be here
The event will be held at Centennial park near MBS. There will be a
giant screen set up at the center of the park with the Falcon’s logo
on it and a few rows of the stadium seats in front of the screen. The
audience will be invited prior to the event date. A Falcon’s game
from the 1999 Super Bowl will be playing on the screen but it will be
low quality and blurry, it will only become clear and high resolution
when someone sits on the stadium seats and wears the 3D glasses
provided to them. There will be also concession stands that will give
a closer in-game experience for the audience that makes them feel
as if they are watching the game in the stadium.

28. Week 5: You should be here

29. Week 6: Your time is running out to make a decision
The final week is the largest social and digital push in the entire campaign. A
Snapchat filter will be released as well as a social media badge to use on
different platforms. This badge will be sent exclusively to Playmakers, so they
can mark their status.
Consumer generated content will also be used on the Falcons’ social media to
reward the loyal consumers who have purchased a seat license. All of the
mobile and online ads will include a very strong call to action that makes it
known that the time has come to purchase or not.

30. Week 6: Your time is running out to make a decision

31. Social Calendar

32. Budget

33. It’s time to take your game to a whole new level.
Don’t just experience it.
Own it.
This season it’s time to level up your commitment.