adidas Talent Carousel adidas launched the Talent Carousel to identify future talent. Selected participants undergo a two-year program that offers cross-functional and cross-cultural experience to develop leadership intangibles for the future. Projects: ShoeBox Application: Creatively showcase your personal strengths to prove candidacy to exclusive Talent Carousel community View my campaign here: Mike Breezy Speed To Value: Identify and… Read more →
SKC 20th Anniversary Promotion Objective: Create a unique marketing plan to capitalize on the 20th anniversary of Sporting Kansas City (aka Kansas City Wizards circa 1996) Launch a customized product range during SKC’s home match vs Colorado Rapids Find a workaround to service the consumer (SKC and SKC fans) ACTION: SKC wanted to pay homage to their 20-year history with one… Read more →
MLS Jersey Creation Every year each MLS team launches a new jersey. Those jerseys live for a two-year lifecycle. Traditionally, the home jersey will follow a team’s primary colorway (dark) and the away is more creative (light). The creation process works on an 18-month timeline. The process involves design & product management from adidas HQ in Germany, Sports… Read more →
Sports Marketing adidas launched the “Haters Pack” in Spring/Summer 2015. The tagline of the campaign was #ThereWillBeHaters. We decided to celebrate this boot drop by activating our MLS assets within the “Haters Pack” theme. This campaign required cross-functional contributions from sports marketing, product marketing, brand marketing and brand design / creative. Read more →
Event Marketing In the summer of 2013, Human Movement Management (HMM) acquired the rights to The Zombie Run, a 5k fun-run through a zombie wasteland of a course. On Halloween night, the largest zombie 5k & The Zombie Run’s biggest competitor, Run For Your Lives (RFYL), declared bankruptcy and cancelled their remaining planned races, including a race in 2 days time… Read more →
Event Marketing Objective: Organically drive sales of VIP Tickets, Das Hustlehoff 5k and 2013 commemorative Steins. Create a social media presence to drive awareness, establish unique promotions and encourage social sharing on-site. Manage partnerships with local businesses, deal sites (Groupon / LivingSocial), bars and charities. Announcer and crew during both weekends. ACTION: Developed a sales strategy to push VIP ticket sales –… Read more →
Event Activation: USMNT vs BRAZIL Objective: Maximize Yingli Solar’s sponsorship of US Soccer at turnkey matchup vs Brazil. Highlight Yingli’s global sponsorship of the 2014 FIFA World Cup™. Provide an unforgettable experience for general and club-level fans. Hospitality for Yingli VIPs: local distributors & customers. Institute a sustainable and nationwide community outreach program. ACTION: PREMIUM FANS (club / suite level) We created an… Read more →
Consumer Promotions Objective: Activate on Heineken’s UEFA Champions League sponsorship in the US. Drive fans to bars during Champions League broadcasts. Encourage on-premise interaction with Heineken at bars during broadcast match-days. ACTION: We created a social competition motivating consumers to purchase product in bars on UCL match-days. Consumers were asked to send in a photo of themselves enjoying both Heineken and… Read more →
Client Activation Objective: Connect the Pepsi brand, specifically Pepsi MAX, to soccer consumers through Pepsi’s properties in the sport. MLS All-Star Game USA vs Argentina World Football Challenge Leverage Pepsi MAX’s identity in culture (music, art) to align with the sport. Build equity through the lifestyle of soccer. Drive Pepsi Max brand awareness. ACTION: We created various different creative… Read more →
Product Sales & Distribution Channels Objective: Establish viable sales of ICONS product in North America. Market ICONS to America. Despite massive success in Europe, Asia and the Middle East, ICONS had not caught on in the US. Diversify sales channels that previously existed in the Americas market. Focus on commercial, holiday, promotional and partnership sales opportunities. ACTION: First, we… Read more →
Event Marketing Objective: Leverage marketing to grow the race from 7 cities in 2012 to 32 cities in 2013 – Goal of 2,000 runners per event. Develop a consistent, year-long social media strategy for The Ugly Sweater Run brand. Grow the existing social media presence. Create unique promotions to drive awareness and registrations. Manage the marketing and promotions budget for entire… Read more →
Social Media Marketing Objective: Develop a consistent social media strategy for the FOX Soccer brand. Grow the existing social media presence of 48,000 Facebook fans and 18,000 Twitter followers. Promote informative content, broadcasts, matches, on-air talent and .com traffic. Focus on growing coverage of EPL, UCL, MLS, Serie A, WPS and USMNT. Become a social hub for soccer in America.… Read more →
Creative Writing Objective: Develop a ‘mascot’ for the Human Movement Management brand. Establish a blog for continued engagement with HMM. Make it as entertaining as possible. ACTION: We created my brainchild called “The Dude” (based off The Big Lebowski). Read The Dude’s bio here! Developed posts for tentpole events to stay current 4th of July Sochi Olympics – a history of… Read more →