Seattle Sounders FC
When Seattle was awarded a Major League Soccer franchise, the team needed to build a fan base, establish a brand voice and define a fan experience in a tough, savvy sports market.
The campaign focused on the match experience, challenging Seattle fans to forget how they cheer at other sporting events, and go all out for an entire 90-minute match: Give Us Your Full 90!
"Scarf Seattle" sprung from the Full 90 challenge. To get the word out, we selected an icon; a symbol people could hold on to - the scarf. A representation of soccer pride and passion throughout the world, the scarf was transformed from a piece of merchandise into an idea.
In their first year, Sounders FC shattered league records for attendance and merchandise sales. The ‘Scarf Seattle’ effort received the National Sports Forum’s SAMMY award as the best sports marketing idea of 2009.
Scarf Seattle: Two weeks before the first match, thousands of scarves were hung around the city on trees, storefronts, and light poles for fans to take. Tags directed fans to take pictures with the scarf and upload it to ScarfSeattle.com, which they did by the thousands.
Seattle's Qwest Field emerged as the best match environment in the league as the team reached the playoffs in their inaugural season. (FYI - I'm the crazy face painter on the front page of SportsIllustrated.com's Soccer section below.)
Season ticket promotions included events with minority team owner Drew Carey.
Praise for the Sounders FC launch campaign:
“It would be hard to say this isn’t the most successful launch of any professional soccer team ever in the United States.” – Washington Times
“I think Seattle’s ‘Scarf Seattle’ campaign is going to go down in history as one of the all-time great marketing campaigns. There’s no better case study for a marketing class.” – Merritt Paulson, majority owner of the Portland Timbers
“The marketing of the team has been nothing short of head-turning.” – Seattle Times
The campaign focused on the match experience, challenging Seattle fans to forget how they cheer at other sporting events, and go all out for an entire 90-minute match: Give Us Your Full 90!
"Scarf Seattle" sprung from the Full 90 challenge. To get the word out, we selected an icon; a symbol people could hold on to - the scarf. A representation of soccer pride and passion throughout the world, the scarf was transformed from a piece of merchandise into an idea.
In their first year, Sounders FC shattered league records for attendance and merchandise sales. The ‘Scarf Seattle’ effort received the National Sports Forum’s SAMMY award as the best sports marketing idea of 2009.
Scarf Seattle: Two weeks before the first match, thousands of scarves were hung around the city on trees, storefronts, and light poles for fans to take. Tags directed fans to take pictures with the scarf and upload it to ScarfSeattle.com, which they did by the thousands.
Seattle's Qwest Field emerged as the best match environment in the league as the team reached the playoffs in their inaugural season. (FYI - I'm the crazy face painter on the front page of SportsIllustrated.com's Soccer section below.)
Season ticket promotions included events with minority team owner Drew Carey.
Praise for the Sounders FC launch campaign:
“It would be hard to say this isn’t the most successful launch of any professional soccer team ever in the United States.” – Washington Times
“I think Seattle’s ‘Scarf Seattle’ campaign is going to go down in history as one of the all-time great marketing campaigns. There’s no better case study for a marketing class.” – Merritt Paulson, majority owner of the Portland Timbers
“The marketing of the team has been nothing short of head-turning.” – Seattle Times