Chiefs ‘Tis the Postseason
For Chiefs Kingdom, playoff season makes fans feel like a kid on Christmas morning.
And because of the team’s success, it’s become an annual occurrence, just like a real holiday.
We leaned into that for our 2023 postseason campaign (with some subtle nods to our newest, megastar fan), so that the world could join us in celebrating the most wonderful time of the year.
Falling For Football
Hallmark movies are a staple of the holiday season. So, we created our own parody movie trailer, filling it with cameos (Donna Kelce, anyone?) and Easter Eggs (peep the friendship bracelets) that delighted both new Chiefs fans (aka Swifties) and old.
As seen on …
We brought the postseason spirit from our Hallmark movie to life by creating a Kingdom Keepsakes pop-up online and inside select Hy-Vee grocery stores. Along with other popular Chiefs novelty items, the pop-up included a limited-edition candle that let fans smell the sweet nectar of the end zone from the comfort of their home.
Cementing Our Holiday
How do you establish a new holiday? By telling your story and steeping it in lore. So, that’s what we did with our postseason hype video, featuring the voice of the Chiefs, Mitch Holthus. And because no holiday is complete without a tabletop spread of home cooked eats, we also created a Kingdom Cookbook and filled it with real recipes from our players, their families and our fans.
The Results
Like a Mariah Carey Christmas song, this campaign struck all the right notes, converting Swifties and non-Chiefs fans alike into Kansas City believers. Not only did we get over a billion impressions and tens of millions of earned media value, we also struck a partnership with Hallmark to make a real, Chiefs holiday movie.
-
$10M+
Earned Media Value
(1,120% of goal)
-
1.1B+
Earned & Owned Reach
-
1,684
Total Media Hits
-
12.5M
Video views on O&O channels
(+197% Y/Y)
-
#1
Most engaged in-app experience ever
(Kingdom Cookbook)
-
288K+
Video views on international channels
Making a Real Movie
Working closely with Hallmark, we developed a full-length feature film that became the centerpiece of their holiday movie schedule. Together, we created a full, 360 campaign to support the movie, which was scheduled to release on Nov. 30th, 2024, right after the Chiefs-Raiders Black Friday game.