MARKETING CAMPAIGNS
NBC Sports Bay Area x Authentic Fan Campaign
Project Overview / Authentic Fan is a way of life in the Bay Area. In partnership with all 8 professional Bay Area sports teams, NBC Sports Bay Area’s “Authentic Fan” marketing campaign is dedicated to its sports fans. It’s NBC’s way of raising brand awareness, increasing brand loyalty and creating a deep connection with the fan base. It’s year-round and non-stop — and includes hundreds of events, sweepstakes, swag and more.
My Role / My objective was raising awareness for NBC’s marketing programs and TV shows while increasing fan participation. I designed the strategy for the Authentic Fan marketing program and drove execution across many different touch points from traditional media to digital, grassroots efforts and more.
Inside the campaign, one of my main focuses was the Golden State Warriors’ Authentic Fan Friday Program. My responsibilities spanned across project / campaign / program management, setting / delivering goals, working cross functionally to develop marketing assets, event prep / execution and more.
Check out different elements of the integrated Authentic Fan campaign I created below 👇
Authentic Fan Friday x GSW Marketing Materials
Traditional Marketing / NBC leverages traditional media to reach fans everywhere they go. In this example of Bay Area Rapid Transit (BART) ticket backs, I focused on creating a collectors edition item. My goal was to create a strong visual featuring the Warriors players + NBC branding.
Digital Marketing / The goal for the digital component of Authentic Fan Friday is to promote the details of the program to NBC’s 1M+ followers across social channels. In this specific example, I focused on featuring the benefits of the program while keeping the messaging short, sweet and impactful to drive results.
Fan Giveaways / There’s no greater way to a fan’s heart than free swag. I created and designed more than 100 Authentic Fan giveaways. I used my own lens as a die hard fan to create items that were not only in demand, but also served as “walking billboards” throughout the community. This included coveted “Authentic Fan Cheer Cards”.
Authentic Fan Cheer Cards: A Staple In The Community
