Chiefs Kingdom

How we used a borderless idea to get Chiefs fans thinking football during the offseason.

RESULTS

Impressions

1.5 Million

Social Engagements

300,000+

$260,000

Worth of Paid Media

Challenge

The Kansas City Chiefs wanted to get fans pumped for the upcoming NFL Draft. However, the draft takes place at a time when most fans are focused on other sports. What could we do to get fans attention and make them feel like an exclusive part of Chiefs Kingdom? We’d give them a chance to put on an official NFL Draft Hat.

SERVICES

MEDIA, BROADCAST ADVERTISING, PR, DIGITAL DESIGN

In the weeks leading up to the NFL Draft, TV and radio spots teased the idea. Chiefs fans were then directed to FitForAKingdom.com – a landing page telling fans that on Draft Day, hundreds of official 2015 Chiefs draft hats would be up for grabs all over the city.

Fans took to the streets to find their official hats. While some were placed randomly throughout the city, others were being held in iconic locations by a street team. By following the Chiefs on social media, fans could uncover clues as to the whereabouts of the hats.

Fit for a king hashtag

Hat in hand, fans were encouraged to participate in the Draft Day excitement using the #FitForAKingdom hashtag, simultaneously turning FitForAKingdom.com into a virtual Chiefs rally.