The Concept

The highly integrated ’47 Brand “Nice Hat” NFL campaign was created to launch the new franchise hat in a way that shows the target that ’47 Brand gets them in a lighthearted way. We created the campaign to maximize social media participation and drive consistency across all brand channels. See work below or click to read the case study.

’47 Brand “Nice Hat” NFL campaign launch examples

The NFL '47 FRANCHISE launch. The launch spot for the new NFL'47 FRANCHISE hat.
Nice Endings. We shot 3 alternate endings for the spot where viewers can vote for their favorite or share.
Alt ending - Consolation Prize. The new NFL '47 Franchise hat launch.
Alt ending - Girls. The new NFL '47 Franchise hat launch.
Alt ending - No Hat. The new NFL '47 Franchise hat launch.
#47NiceHatHunt Social Media scavenger hunt. We worked with '47 brand to develop this social initiative that included daily questions involving the campaign, '47 Brand and the NFL. Daily winners were chosen as well as a trip for 2 to the 2014 Pro Bowl in Hawaii. Social participation is up 2453%.
Nice hat. Nicer pick-up lines social content. As added bonus social media content, we created this fun video.
Text NiceHat to 40679. Promoted in over 900 Lids stores across the country, customers were invited through the use of posters to text NiceHat to 40679 to see the hero video. We also utlized mobile banners that served up the video as well as a gallery of the hats.

The Challenge

Connect with 16-24 year old guys in the sports lifestyle market in a way that resonates with them.

The Solution

Sometimes a simple shared connection can make all the difference in the world. In the case of our new integrated campaign for the new NFL ’47 FRANCHISE hat, a shared taste in head wear keeps this kid from getting his butt kicked for hitting on another guy’s girl.

The target is 16-24 year old guys in the sports lifestyle market.

As an extension to the TV spot, we created four alternate endings which are being promoted on social media and live on the ’47 Brand and Lids Facebook pages. Each ending explores different possible ways the encounter could have ended up.

We also created the Nice Hat in-store pop campaign that lives in over 900 Lids stores. Part of the in-store effort is a mobile campaign where users can text “NiceHat” to 40679 and the spot gets sent directly to their smartphones which the target uses exclusively.
The digital campaign lives in pre-roll, rich and standard banners as well as in social.

There is also an online social media scavenger hunt #47NiceHatHunt.

The Result

Results were very strong for the overall campaign. ’47 Brand Lids sales are up 50% over last year. Social media reach and engagement are up a whopping 4941% over last year.