AMFAM + Seattle Seahawks
PROBLEM - in 2014, American Family Insurance (AmFam) was searching for new opportunities to build brand awareness and drive lead generation in the state of Washington. At the time, AmFam maintained several smaller sponsorships with properties in the state, however, none drove strong ROI. Zach was challenged to provide a recommendation to improve the brand’s partnership efforts in the state.
SOLUTION - employing a “less is more” approach, Zach recommended to AmFam the removal and reallocation of the brand’s low-performing WA sponsorships to a singular, robust partnership with the NFL’s Seattle Seahawks. In 2015, upon approval from senior leadership, the parties finalized a 10-year, category exclusive partnership. AmFam became the “Official Insurance Partner of the Seattle Seahawks” and received naming rights to the Seahawks pre-game activation center at CenturyLink Field (American Family Insurance Touchdown City). Furthermore, the brand received dominant signage within the venue’s West Field Plaza - the 12s Flag Wall and the Wall of Legends - and prominent TV-visible signage positions including the team’s microphone flag and practice jersey patch.
ROI - AmFam became one of the top 3 brand’s in terms of unaided brand awareness amongst Seahawks fan, vertically integrating brand ambassadors Russell Wilson and Richard Sherman into activations. Lead generation skyrocketed and in the first year rose 240% YoY.
Increased Lead Generation
240% within a single season, the highest YoY increase of all AmFam activations in 2015
Raise the 12s Flag Promotion
With the blessing of the late Seahawks owner Paul Allen, Zach developed one of the most authentic fan engagement platforms in franchise history - the Raise the 12s Flag promotion. Prior to all Seahawks games, celebrities have raised the 12s Flag inside of CenturyLink Field, signifying the start of each home game. While the flag is named after the fans, never before had an actual Seahawks fan participated in the experience. Effectively, Zach designed an annual promotion where for the first time a fan and guests could enter-to-win the chance to be a part of the raising of the 12s flag. The promotion is the long-standing and most successful promotion in franchise history.
AmFam Touchdown City
CenturyLink Field is a downtown stadium and there is limited space available for pre-game tailgates outside of the venue. Inside of the CenturyLink Field and open three hours before kickoff, AmFam Touchdown City is the Seahawks exclusive pre-game fan activation zone. Zach developed bespoke fan experiences including a walk-through Seahawks Museum showcasing artifacts from the team’s history. The branded experience culminated in a meet and greet with a different Seahawks legend each home game.
