Wild postering: an effective out of home strategy for sports marketing
The 2024 Winter Classic being played in Seattle’s T-Mobile Park between the Seattle Kraken and Las Vegas Golden Knights
Sports are a big deal.
There are nearly 200 professional sports teams in the US, and annually they account for $520 billion in revenue. Sports teams utilize a vast array of marketing tactics to reach fans, sell tickets, make announcements and more. Despite marketing trends in the digital sphere, teams and sports commissions continue to employ out of home marketing media to great success. Out of home marketing provides an authentic “edge” to traditional marketing efforts that responds to fan loyalty and brings audiences closer to the teams they love. It’s far from as passive as it seems.
Out of home successes
In Seattle alone, 2023 saw out of home campaigns by the Sounders FC, Kraken, Mariners, Ballard FC, the MLB All-Star Game and the NHL’s Winter Classic. These featured transit ads, billboards, and most importantly, wild postering. The public response was overwhelmingly positive on the street level, as people get caught up in the hype and energy of the posters, bringing a fresh anticipation of the upcoming big games.
But why did they use wild postering?
Wild postering is a successful tactic for high-traffic areas where billboards and other out of home media aren’t available or too expensive. Wild postering is cheaper and can reach more locations than other strategies. Sports teams can drive greater engagement through this medium and deliver more localized and personal messaging. There is more power for creativity with wild postering designs and layouts.
Women’s sports: on the rise
Today, women’s professional sports are undergoing a renaissance. The boom is largely due to new viewership deals and streaming offerings, new teams and leagues being formed, and an overall increase in awareness. As viewership and attendance surge, there is even more need to reach new audiences and maintain the growth nationwide. We believe that wild postering will be an invaluable addition to the marketing mix for these new teams, especially for some that don’t yet have the budgets for billboards or other more expensive media buys.
What do sports teams really need to market?
The possibilities are endless, really. We have worked on campaigns with messaging targeting many different goals, including:
Announcing a new season schedule
Season or single-game tickets going on sale
Upcoming rivalry matches or special exhibitions
New jersey or logo designs
Playoff or All-Star game hype
Highlighting specific players
And much, much more!
We love seeing different teams harness the creative power of wild postering in so many different ways. It really is a great way to bring a team’s identity on the streets and connect with fans (and make new ones!)
Consider how wild postering can help your team’s marketing needs next season!
Sézane: Promoting a new pop-up store all over town
Sézane is a prestigious French clothing brand with flagship stores in Paris and London. Recently they have expanded into the US market with temporary stores opening in Boston, Los Angeles and San Francisco.
When they approached us about their upcoming Seattle store (open at University Village until January 2024!), we were excited for the opportunity to execute some creative activations for them to raise awareness. We started with a citywide wild posting campaign featuring bold poster designs highlighting the new store and the fashion line. Their plan was to ride the initial hype of the store opening for a few weeks and then conduct some strategic activations around the city to maintain interest in the store following the rush.
We developed a few concepts for activating locally in order to show off the clothing and tell people about the store location and hours. The idea that Sézane felt would best resonate and remain on-brand was a series of small events at various locations throughout the city. We would dress models in Sézane clothing and have them hand out branded flower bouquets and tote bags. We had flyers with information about the store for people to take as well.
The planning process was fairly simple, but required coordination. We ordered flowers and had them cut and dressed at the office. The models were fitted and made up to fit the style of the brand. We brought a cute cart to hold the flower arrangements and tote bags on site, as well as a branded tent featuring the poster designs as a backdrop. Then we hired a local band named Rouge to sing French standards as entertainment while the brand ambassadors would hand out the items.
The activations were a huge success. People raved about the clothing and many visitors said they had visited the store or knew of the brand already. All the flowers and bags were given away, much to the delight of the client.
Supporting Seattle Arts: Vera Project
Photo by: @poundingthenail August 24th, 2023
In our office, we know how important postering is for helping local venues and bands gain awareness. Personally my camera roll is filled with quick snapshots of posters that I pass by, hoping to catch a good show! That’s why Polite Society supports The Vera Project, and provides relief on the postering end. Founded in 2001, the Vera Project has ALOT going on, in the best way. They are best known for being a non-profit all ages venue, a rare find here in Seattle. Vera Project is constantly bringing great line ups including ZULU, Soul Glo, and Playytime from a recent lineup.
photo by: @hilden.chase September 11th, 2023
The Vera Project not only provides seattle’s youth with great shows, but also great opportunities. Vera provides classes accessible to all skill levels, ages, and identities, such as screen printing, sound & stage, and photo & video. These are an invaluable resources for budding artists looking to break in to the industry. The Vera Project is a dedicated, collaborative, community space centered around music & art, and is an amazing venue for self expression. Just recently, they opened Cafe Vera, a collab with Caffe Vita. Music, art, and great coffee in one place? We couldn’t ask for anything more!
Visit the Vera Project at their location in Seattle Center and show your support for local art and music. Vera’s community impact is an important part of the arts scene in Seattle and we are proud to continue to support this incredible organization!
NEW BELGIUM BREWING: GLITTERY GLOW-UP AT SEATTLE PRIDEFEST
Pride Month in Seattle features some of the biggest celebrations in the world. 200,000 people descend on Seattle Center following the Parade, and many companies understand this opportunity to show their support of the LGBTQ+ community as well as highlight their brands in a fun and welcoming environment.
This year, our longtime relationship with the PrideFest organizers yielded a new partnership with New Belgium Brewing. They wanted to offer attendees in one of the beer gardens a free, fun activity that would also let them highlight their beer sponsorship of the festival. Our big idea: to construct a Glitter Garden.
Our initial proposal had to be adapted due to on-site size constraints, so we went back to the drawing board for a fresh concept that would work.
We drew up some plans and then converted them into a 3D model for being able to precisely measure the dimensions and materials we would need to execute the vision.
Preliminary Concepts
Initial rendering of our concept in Sketchup
We obtained all the wood and lattice we would need, and spent several days painting it all white and sprinkling glitter onto the pieces that would be facing out.
Once we had the materials itemized and priced out it was just a matter of assembly. The complication was that this had to be done on-site, as the final structure would be too big to move. Further, we could only set it up on a single afternoon the day before the activation was taking place.
We gathered all the pieces and prepared for the big day. Here are the results:
BEFORE:
AFTER:
It took a few hours and a couple mishaps but the final vision had been realized. The Glitter Garden was ready for business tomorrow!
We included framed photos of previous Seattle Pride Parades for a splash of color and featured fake ivy and wisteria to maximize the “garden” feel. New Belgium had room to display their products in the glass cabinets, and we brought real salon chairs and mirrors for the guests.
When we returned to the activation the following day everyone was really enjoying themselves and the line to get glittered was across the beer garden! We deemed it a very fun and creative project with an awesome outcome that really pleased the client and spoke to their brand and values. They hope to reproduce this next year!
NÜTRL SELZTER: TWIXMAS EVENT PRODUCTION
In late 2022 we were approached by Anheuser-Busch, a wild-posting client of ours, to create a community-focused event around the holiday season. They wanted to put their new American product, NÜTRL, a vodka seltzer beverage in front of a group of local influential people that would help spread buzz about the brand. We came up with an idea that would do just the trick.
With AB’s blessing we partnered with two local nonprofits, Sonic Guild and One Reel, to produce a memorable event centered around the beverage release. Sonic Guild was able to team us up with two great local music acts to perform at the event, and One Reel provided a stellar art gallery space in which to host it. We provided the rest!
With very short notice we put together a list of invitees and marketed tickets to the general public. We set up a stage and bar inside the gallery, with tasteful NÜTRL branding to remind guests of the evening’s sponsors. As soon as the doors opened people started rolling in.
Getting people to try the drinks ended up not being a very tall task; NÜTRL was a huge hit with attendees. People loved the fun flavors and classy look of the brand.
The music started with DJ Marco Collins and flowed into a melodic set by Bijoux before Chong the Nomad brought the house down with her high-energy performance.
The night was a tremendous success and we hope to partner with NÜTRL again in the future for more fun events! People didn’t want to leave when the show ended. It was a very memorable way to close out 2022 with friends and fun.
