ROAR
THE PROBLEM
Single game ticket sales were down for the back-to-back champs.
THE PLAN
Remove sexist, timid brand position, “Lynx Unleashed.”
Attract recreational liberals by standing for more than sport.
Cross-promote w/other local heroes.
THE RESULT
Broke multiple franchise attendance records:
Most regular season tickets sold
Most post-season tickets sold
Highest single game attendance.
3rd & 4th time champs. Now a dynasty.
Pretty sure that last one isn’t my doing, but it didn’t hurt right?
Hey you know what's sexist? The platform "Lynx Unleashed." First of all, wild Lynx are never put on a leash - and we all know only weirdos walk house cats. Turns out Women aren't possessions that you should collar and tag. Whattya know.
I was warned we were walking into an "old boys club" and would have to tip toe our way through the politics. (That wasn't close to true and Chris Wright is totally awesome.) So why the hell would we be careful when:
The team are 2X champs (at the time.)
The starting 5 of the US Olympic team includes 4 Lynx players plus their coach.
Maya Moore, both the greatest in league history, and the first Nike endorsed WNBA player, is on the team.
They have the best all-time league record.
A rabid season ticking-holding fan base.
Though they are the most successful sports team in MN history, their games weren't being attended. In fact, only 3% of Timberwolves fans buy Lynx tickets. And their scores aren’t even read on the radio for fuck’s sake. Clearly, they have a bigger issue.
THE LYNX DON'T HAVE A BASKETBALL PROBLEM.
THEY NEEDED TO STAND FOR MORE THAN SPORT.
The ROAR campaign seems obvious now, because it's become more than a campaign but the entire position of their brand. These women are fierce through and through. It was time to stop acting so polite.
SOCIAL STRATEGY
But Kevin Hughes’ and I’s strategy was deeper than that. Dominating the game wasn’t enough to attract new fans. So we aimed to attract recreational liberals that don’t necessarily care about, “sportsball” as they’d call it. To do that, we’d have to cross pollinate with a social campaign.
As Champions, the Lynx would declare other badass people (mostly women) in the community Champions. In turn, they would invite us into more visible conversations by sharing what's made them great like us. Everyone from Betsy Hodges, to Dessa told us how they #ROAR.
Influential fans share their #ROAR
DIGITAL GOODIES
Live 360 degree video from 1st row seat.
I don't know if you've heard of these things, but we made some banner ads too.
The Player'' Tribute video story
Lifetime Fitness Core 3 Virtual Trainer: Can you keep up with the Champ's routine?
ENVIRONMENTAL
During ROAR, the Lynx went from 2 to 4X Champs - earning the title Dynasty.
Ads didn’t make that happen. But breaking attendance records certainly didn’t hurt.
STANDING UP
To be clear, this wasn’t a publicity stunt nor did I or any ad agency put them up to it. But I do believe that the notion that this team could and should stand for something more than sport was an infectious one. Without the conversations propelling this campaign they may have not gotten here so boldly.
THE FIRST ROUND
The first round pushed the line further of course. We were selling the idea of broken glass as a backboard, but also a secret nod to breaking the glass ceiling.
Ultimately, that was shot down because the ladies don't dunk. Here's what they do instead:
They play a team game, with more versatile plays.
It's better technical basketball strategy.
Somehow they play all-year in international leagues and start our season with no off-season. Many are injured before the first practice.
They dance with their tiny fans on the court after each win. Even during playoffs.
They do all this while getting paid a fraction of the losing Men's team.
They resist that primal urge to beat their husbands, host dog fights, sleep with gigolos and get busted with copious amounts of cocaine. Way to go ladies.
Go show these Women the respect they deserve.
Role: Concept, Creative Director
Designer: Christina Vang • Writer: Kevin Hughes