Fanatics \ Rookie Premiere

GAME TIME REACTIONS

A week and a half before the NFL Rookie Premiere, we learned that Fanatics had exclusive access to all of the Rookies. I don't know anything about football, but I know a few things about people. We decided to give the fans the exclusive rookie content they needed and deserved, because no one understands fans like Fanatics.

And because we knew Zeke was going to be there, we decided to livestream a surprise gift for him of his very own Cowboys gear, properly cropped to his standards.

ZEKES CROP TOP

Using the early launch of Facebook’s Livestream function, we live-streamed the Cowboy’s Rookie premiere where we gifted Zeke a croptop, as well as had him turn another Cowboys jersey into a crop top in front of the watching fans. We then sold the one-of-a-kind jersey on the Cowboys Fanatics website and Fans went crazy for it, with several news publications picking up the stunt and boosting traffic and engagement across all of the Fanatics team sites.

CUSTOM SMACK-TALK GIFS

During the time we had with each NFL Rookie, we worked with our directors to capture a sequence of reactions from each player. It was important to us that Fans had content that they could use from Fanatics while reacting to games during the season and smack-talking with their friends. After capturing these reaction gifs, we uploaded them to a fresh Fanatics Giphy page that would automatically populate into the GIF keyboards for people to use while texting. Above are some of my favorites.