Brief:

How Kansas City Chiefs connected millions of fans to their home turf.

Strategy:

Create a global event to unite Chiefs fans far and wide in commemorating the 2023 NFL Kickoff Game and bring Arrowhead Stadium's tailgating and fan experience to a global audience interested in music and entertainment as well as sports.

To welcome all fans back to football on September 7, the Chiefs have announced the World’s Largest Tailgate presented by Bud Light, a virtual tailgate and concert experience hosted live from the Ford Tailgate District outside GEHA Field at Arrowhead Stadium and streamed to mobile devices, living rooms, restaurants, bars and fan clubs in Chiefs Kingdom and around the globe.

Hosted by the Merrell Twins, Kansas City-born YouTube stars, the show will feature performances by the American DJ/producer duo Two Friends, as well as segments with Saturday Night Live’s Heidi Gardner, influencers Tabitha Swatosh and appearances by Donna Kelce, mother of the Kelce brothers, Chiefs legends and other special guests.

Execution:

We created a fully customized D2C platform - Chiefs.live.

We reduced friction and barriers to entry at every touchpoint with layers of interactivity and access. Pre-event media drove guests to a simple RSVP page. All guests that RSVP'd were timely reminders with single-click access into the full event with chat and interactive components. Non-RSVP'd guests had no problem accessing either: the site opened to an open screening room where fans could opt to log in with a name and email to join the fan chat or watch full high quality stream from the open screening room. Timely paid media and promoted social blasts featuring an iframe embed of our site and the live video stream broadcast the event to millions and drove huge traffic and conversion to the main event site.