BROTHERLY LOVE
76ers / Eagles
In 2018, amidst the Eagles' Super Bowl enthusiasm, the 76ers strategically embraced the moment, actively supporting the Eagles' championship journey. Going beyond generic social media posts, we transformed our arena, website, and platforms into a sea of green, blending the Brotherly Love slogan with Eagles and 76ers logos.
CAMPAIGN SUMMARY
Even the mascot and game chants reflected Eagles solidarity. This unique campaign resonated with fans and attracted media attention, enhancing the 76ers' brand and connecting them with the broader Eagles fan base. The innovative approach successfully integrated the two teams' narratives, fostering a celebratory atmosphere and garnering widespread praise.
Overview
During the Eagles' exhilarating Super Bowl run in 2018, the captivating fervor surrounding Philadelphia's football team overshadowed the 76ers, the City's NBA representatives. With a highly anticipated Super Bowl showdown against Tom Brady and the New England Patriots, the sports discourse reached unprecedented levels of excitement.
Recognizing the need to rise above the background noise, we, as passionate supporters, felt compelled to break through the Super Bowl-centric narrative that dominated the City for over a month. While Philadelphia teams traditionally expressed solidarity through social media, we sought to elevate our support to unprecedented heights.
The 76ers decided to go all in and "Go Green." We actively engaged in the Eagles' Championship journey, leveraging our digital platforms, social media channels, and even our arena to demonstrate a level of endorsement seldom witnessed, as no local sports team had ever rallied behind a fellow team with such enthusiasm during a championship run.
The Culture
Part of Philadelphia's culture is a rabid, die-hard fan base. The City is known for its passionate sports fans who ardently support all five of their major teams: NFL, NBA, MLB, NHL, and Soccer. It's a five-for-five city. When one of the City's most popular teams, the Eagles, pursues a significant achievement like their first Super Bowl win, it becomes a major sports event.
The 76ers knew this Eagles run would be etched in Philadelphia sports history, a moment fans will carry with them for a lifetime. Not backing the team during such a crucial period would be unthinkable, and nobody wants to miss out on the celebration. It's a chance to not only show support but also to attract new fans.
The 76ers didn't limit their backing to a generic "Good Luck" post on social media; instead, they transformed their arena, website, and social platforms into a sea of green. The creative team seamlessly blended the Brotherly Love slogan with logos from the Eagles and the 76ers, featuring them on social media, agendas, rally towels, and player posters. They even revamped the pre-game hype video, integrating highlights from the Eagles.
Even the 76ers' mascot, Franklyn, donned an Eagles jersey, and "Fly Eagles Fly" chants echoed through the arena during the 76ers games. This extra effort resonated with Eagles fans, who appreciated the 76ers fully embracing the Eagles' championship aspirations. In doing so, the 76ers placed the fans and their dedication to the Eagles front and center, making the entire experience a celebration of both teams.
The Results
The campaign signified an opportunity to build the 76ers' brand and extend it to the larger Eagles fan base. This situation could have muted the 76ers during the Eagles Super Bowl season. So, we decided to join the story and momentum as the 76ers became part of the championship narrative.
Praise and cheers flooded social media, and the Philly fans returned to love back to the 76ers team. National and local media picked up the campaign to amplify it to all fans.
