The Bucks were enjoying something of a hot streak, propelled by superstar forward and fan favorite Giannis Antetokounmpo. We knew Giannis “the Greek Freak,” and his humble rise to fame story brought international attention to our small midwestern city. Still, compared with major U.S. cities like New York City, Chicago and Los Angeles, Milwaukee was definitely second tier.
We needed to find a way to showcase the Bucks’ considerable global impact. To most creatives, a direct mail, account-based marketing assignment wouldn’t seem very promising ground for breakthrough solutions. But as Bucks fans and design advocates, ours dreamed up a truly compelling idea.
They helped these CMOs understand the size of the Bucks’ global footprint by sending them one of Giannis’ size 16 Nike Freak 1 shoes. And not just an off-the-shelf Nike, but one customized with our brand, design by sneaker artist Noel Alvarado (@noelitoo).
We packaged each one-of-a-kind branded shoe in a custom wooden box with a laser-engraved top. Inside, a series of sliding trays revealed first an introduction to the brand, then a small video screen set into a miniature hardwood court that played a Bucks video customized with its brand, and then, finally, the branded Freak One and a Bucks jersey embroidered with a team patch with its brand. Among the piles of unsolicited pitches these busy executives would get, we knew these hand-delivered boxes would not be ignored.
We reached 24 CMOs with 24 branded shoes and jerseys in 24 branded boxes. The team signed a new jersey patch sponsor multiyear deal with Motorola, so the effort was a success. But, happily, they also signed four other meaningful brand sponsorships as part of this outreach.
