Objective: To thank participants for their
involvement in a project.
Strategy and Execution: The marketing
arm of the National Football League used a special gift to thank 38
organizations and individuals for organizing and producing the NFL
EXPERIENCE in conjunction with Super Bowl XXVII. The NFL EXPERIENCE
was an interactive theme park, an area adjacent to the Rose Bowl
Stadium where the general public could have "hands-on" participation
in NFL football-related games/activities, purchase NFL merchandise
and tour a football museum. This thank-you gift needed to carry the
same excitement and interactive feeling of the NFL EXPERIENCE. The
gift developed was a custom-designed 11" X 14" wall piece of black
acrylic from which an actual Super Bowl XXVII game ball was crashing
through. An engraved bronze plaque with the
organization/individual's name and an official thank you as well as
the NFL EXPERIENCE logo appeared to the side.
Results: A letter from
the client's Manager of Special Events stated that "this was the
first time I have sent out a piece that generated such a strong
response."
GOLD WINNER