Best Sports Integrated Ad Campaign

Brief – When the New Orleans Saints sold out the Superdome for the second consecutive season, marketing needed to do more than just sell tickets for the 2007-2008 season. This presented an opportunity to further build the brand by engaging its worldwide base of Saints fans outside the stadium. The goals of this site were to: 1. Build the brand – in and outside New Orleans 2. Engage fans 3. Showcase exclusive merchandise and drive incremental revenue 4. Grow the Saints email database Solution – SaintsSuperFan.com is an avatar-creation site designed to engage fans with an immersive and immediate user experience, the first of its kind for a professional sports franchise. In order to provide fans with ultimate customization, the site offered eight levels of personalization with countless options in each level. This included the selection of Flash animated dance moves, allowing users to create unique dance sequences. Additionally, the site used cultural assets to deliver a true to life experience. Users can choose real Louisiana music and Jerry Romig, PA announcer for the Saints, provided real audio call outs throughout the site navigation. Navigation – Judges are encouraged to build a Superfan avatar from start to finish, preview it and save it. Judges should also visit the downloads section to view the Superfan screensaver as well as the Superfan gallery to see all the avatars that had been submitted by Saints fans throughout the world.

Contributors:

Interactive Associate Creative Director:	John Pucci
Interactive Marketing Director:	Matt Konigsmark
Interactive Developer:	Jason Van Pelt
Interactive Designer:	Dave Ajamiseba
Illustrator:	Christian Howell
Illustrator:	Kendall Lamar
Interactive Developer:	Jennifer Rockvoan
Interactive Producer:	Val McKay
Copywriter:	Tony Norman
Illustrator:	Summer Fiedler

PETER A MAYER ADV

Location: United States