THE DENVER NUGGETS RUSH THE CAN
JUICEBOX CREATIVE
TABLE OF CONTENTS WHAT WAS NNO THE ASK THE PROBLEM THE SOLUTION PRIMARY RESEARCH SECONDARY RESEARCH CREATIVE BRIEF OBJECTIVE SMCM MANIFESTO THE RUSH EXPERIENCE CREATIVE EXECUTIONS MEDIA TIMELINE MEDIA BUDGET WHY THIS WILL WORK MEET THE TEAM
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WHAT WAS NNO?
NNO was a promotional deal for the Denver Nuggets that provided the customer with a $23 ticket to a Thursday or Friday night game. The ticket also included a free beer or soda to enjoy during the game.
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THE ASK
Our task is to develop a campaign that can drive awareness and interest for “Nuggets Night Out” within a younger demographic.
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THE PROBLEM
Basketball as a whole is on the rise but a lack of awareness about the “Nuggets Night Out� promotion has made it easy for people to overlook the value of this ticket.
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THE SOLUTION To target individuals who already work and live within 3 miles of the Pepsi Center. We want to position nuggets night out as an allencompassing experience that is intrinsically tied to both basketball and the city of Denver. 4
PRIMARY RESEARCH STRENGTHS
- Affordable - One free beer or soda - It engages Coloradans, makes them feel proud and part of a larger community - Accessibility to arena - Placed in high traffic area
WEAKNESSES
- Awareness - Unorganized website - Lack of fan base - Lack of attendance - Lack of stadium excitement - Lack of advertising for promotions at the stadium
INTERNAL ASSESSMENT EXTERNAL ASSESSMENT
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OPPORTUNITIES
THREATS
- Transportation to Pepsi center (lyft and public transportation) - Leverage sponsorships from Pepsi and Budweiser - Collaboration with local breweries - Live streams - Student group tickets - Local business sponsorships - Growth within NBA
- Restaurants - Sports bars - Staying at home - Other professional sport teams in Denver (Threat to creating a dedicated fan base) - Other sports teams - University of Colorado Denver related events
DIRECT COMPETITORS In a bustling city like Denver, there are many options for entertainment. We identified Professional Denver sports teams, Brewery tours, and the first Friday Art walk as our main competitors.Â
The Teams: Denver has a large presence of sports teams in the downtown area, making it difficult for one specific team or sport to stand out. In addition, the various sports seasons overlap, creating competition to one another.
Brewery Tours: Entertainment opportunities in the area also affect the team’s fan base like weekend brewery tours at Wynkoop Brewery, Great Divide Brewing Co., and Breckenridge Brewery.
First Friday: The First Friday Art Walk, an event held by the Denver Art District, takes place on the first Friday of every month. Occurring at the same time as Denver Nuggets games.
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SECONDARY RESEARCH Population: 682,545 Population Density: 4,044 people per square mile Income: $71,926
AGE
Primary audience: Denver young adults between the age of 21-35
25% 20% 15% 10% 5%
75
an d
ol de r
ye ar s 60 -7 4
ye ar s 45 -5 9
ye ar s 30 -4 4
ye ar s 15 -2 9
014
ye ar s
0%
Secondary audience: People who do not live in Denver and anyone under 21 and over 35
DEMOGRAPHIC Hispanic 25%
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Other Race 7% Native Hawaiian 0% Native American 1% Asian 3% Black or African 8%
White 55%
AUDIENCE
-- CHRIS & REBECCA --
Chris is a spontaneous and funloving young professional in the Denver area. Despite a busy work schedule, he still participates in his passions for fitness and sports. Friends describe Chris as extremely competitive and as having a passion for all things athletic. He is business savvy and appreciates finding a good deal. After a long day, Chris loves nothing more than getting a cold beer and hanging out with his friends.
Rebecca is nearing the end of her college experience at the University of Colorado Denver and would like to be more immersed in Denver culture because she will be moving from her hometown in California to Denver after college. She enjoys socializing and going out with friends, but is looking for a new avenue to do so. She loves the city and going out to LoDo (Lower Downtown) bars. Her friends describe her as preppy turned Colorado hipster.
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DENVER DATA
Percentage of People who Attend...
Basketball - NBA Regular Season, 2017 Denver, CO- 1.60% Three-mile radius of Pepsi Center- 1.60% Ice Hockey - NHL Regular Season, 2017 Denver, CO- 1.63% Three-mile radius of Pepsi Center- 1.62% Football - Weekend Professional Games, 2017 Denver, CO- 2.06% Three-mile radius of Pepsi Center- 2.06% Baseball - MLB Regular Season, 2017 Denver, CO- 5.47% Three-mile radius of Pepsi Center- 5.33% Soccer - MLS Regular Season, 2017 Denver, CO- .65% Three-mile radius of Pepsi Center- .64%
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Admission Price to Professional Sporting Events:Â -Three-mile radius of Pepsi Center: $50.07 -Denver, Colorado: $54.40 People Willing to Buy from Companies who Sponsor Sports Teams: -Three-mile radius of Pepsi Center: 4,840 -Denver, Colorado: 20,240
Average Household Spending on Mass Transit: - Three-mile radius of Pepsi Center: $148.59 -Denver, Colorado: $138.78 Household Life Stage-Younger Years: Young Achievers: -Three-mile radius of Pepsi Center: 47.17%; 50,959 -Denver, Colorado: 19.18%; 90,863
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CREATIVE BRIEF Who are we talking to: People between the ages of 21-35 who work or live in a three-mile radius from the Pepsi Center in Downtown Denver. What do they currently think: The Denver Nuggets struggle to have a strong and loyal fan base, resulting in many Denver locals lacking knowledge of Nuggets Night Out and other promotional events. The audience does not consider a Denver Nuggets game to be as engaging as other Denver sports events. What do we want them to think: We want the target audience to believe that Rush the Can is a new and fun opportunity for a night out on the town. This experience will create a memorable night that makes the fans feel proud of their team and city. Why will they believe us: Rush the Can will create a new atmosphere and experience for fans. It will be worth their time and money, making them want to go to another Rush the Can experience.
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OBJECTIVE
Current Brand Status - Create a fun night for people at a low price, while watching your favorite basketball team Strategy Statement -Â Rush the Can will provide an interactive night, focusing on the fan experience from start to finish. This experience includes a train ticket to the Pepsi Center, a stadium cup with interactive instructions, and a guided walk to the bars downtown.
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SMCM Rush the Can is an inexpensive and unique way to spend time with your friends, go on a date, or just grab a drink while watching your favorite team live. 13
MANIFESTO In the summer of 1858, gold was discovered at the base of the Rocky Mountains. Though not much was found, it was enough to start a rush so intense it carved the city we now call home. Now there is a new rush. It is a rush fueled by the same motivations those seeking gold had, the hope of finding something new, and a fear of missing out on the opportunity to be a part of something big. It is a rush that speeds up the pulse of everyone who is swept by the current as it pours in from every direction like a river eager to reach the ocean. It becomes stronger when our voices shake the snowy mountain tops sending shivers down the spines of the opponents. As the rush gets closer and our steps get stronger, we will march with the determination those who paved the road we walk on had. And when we arrive, the rush will have turned our spirits to gold and we will come together as friends and strangers, die-hard fans and weekend heroes to become a force that will stop anyone who tries to beat us in our home. The game is on Thursday, but the Rush begins now. Denver, it is time to Rush the Can!
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RUSH THE CAN, RUSH THE TOWN 1. Each ticket (now $25) comes with a pass for the RTD light rail to get to the Pepsi Center. 2. The train will be decorated in ‘Rush the Can’ paraphernalia to hype the fans for the game and the night. 3. Consumers will then go to the game and enjoy their free beer, that comes with a free cup. 4. The cup will be decorated with suggested ‘hype’ movements to make during the game. 5. After the game, consumers will take their cup and follow the arrows led by a paint design to the ‘after party’ at one of the partnered local downtown bars. Consumers will use their cup from the game to get another free beer at the bar.
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START THE RUSH HERE
The fun begins when you join the rush, click here.
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RUSH THE TRAIN
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The ticket for Rush the Can will include a ticket for the train, that will take them anywhere in Downtown Denver to the Pepsi Center. To increase awareness of Rush the Can, one RTD light rail train will be decorated in Denver Nuggets colors on the inside and wrapped on the outside.
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Snapchat- Consistent updates from each Rush the Can game will be posted on the Denver Nuggets official Snapchat account. The Snapchat filter will be present for all 14 Rush the Can events.
Facebook-Â The Denver Nuggets Facebook account will post twice a day at 10am and 2pm. Â These posts will encourage and educate fans who seek information about Nuggets games and events, especially Rush the Can.
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Twitter-Â Twitter will be used as a fun and casual media platform, that updates and encourages spectators during the game with live updates.
Instagram-Â The account will post three times a day, be centered on promoting Rush the Can and the fun atmosphere of the games. The account will also hold running sponsored advertisements on Monday through Friday of the season for Rush the Can. The sponsored post will appear on the feed of people within the three-mile radius of the Pepsi Center. This provides the opportunity to click the post and be directed straight to the ticket purchasing website.
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RADIO
The Pepsi Center’s partnered radio station KS 107.5 will read a script three hours prior to the game.
Radio Script - "Denver, are you paying attention? The clock has hit 4 and there are only 3 hours until tonight’s tip-off, only 3 hours to get your friends together, your blood pumping, and your energy rising. It’s time to rush the can! As the time gets closer you should be getting ready to show the Spurs the full force of a Denver Rush. Tonight all roads lead to the Pepsi center, from the RTD to the LoDo, nugget pride is in full force. Tickets for tonight’s game can be bought for 25 dollars at tickets.com. Whether you are a die-hard basketball fan or just looking to exploring something new, this is your chance to be a part of the founding fans."
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STADIUM CUP When fans receive the free drink included in the Rush the Can ticket, it will be in a decorated cup that furthers the experience. The Cup shows encouraging directions corresponding to actions in the game to increase fan participation.  It will also allow customers to obtain a free drink at the “after party" at LODO bars.
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BILLBOARD & GUERILLA Billboard - Digital billboards will be placed in multiple locations within a three-mile radius of the Pepsi Center. The billboards will display arrows that direct fans to the arena and will appear two hours prior to the game. An hour into the game, the billboard arrows will change direction to point fans to the “after party” bars in the LODO. Guerilla Style -Yellow arrows will be used throughout the season, placed on the sidewalks that direct fans from the arena to the lower downtown bars for the after party. It is about a 20-minute walk, which creates a stronger community setting.
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MEDIA
2018-2019 October
Instagram Snapchat Twitter Facebook Billboard Radio Train Gorilla
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Stadium Cups
November
December
 TIMELINE January
February
March
April
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MEDIA BUDGET $65,000 Instagram $700 Snapchat $9,100 Twitter $0 Facebook $0 TOTAL: $9,800 Billboard $18,000 Radio $194 TOTAL: $18,194 Train Ads $20,268.82 Guerilla $2,400 (painted arrows on sidewalk) Stadium Cups $14,337.18 TOTAL: $37,006
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SOCIAL MEDIA: 15.08% TRADITIONAL MEDIA: 27.99% NON-TRADITIONAL MEDIA: 56.92%
OUR EVALUATION
Our new social media presences will increase awareness of Rush the Can and sponsored posts will create incentives for people to buy tickets for the games. Sponsored posts will lead consumers to other Nugget social media platforms, encouraging them to follow these sites. Our campaign will increase attendance, selling at least 1,000 Rush the Can promoted tickets a night Instagram: 611K to 616K (5,000 more followers) Facebook: 2,005,163 to 2,010,000 (about 4800 more followers) Twitter: 738K to 740K (2,000 more followers) SnapChat: The Rush the Can SnapChat filter will create awareness and interest between friend groups
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MEET THE TEAM JUICE BOX CREATIVE
Sarah Johnson Account Executive
Shavonne Richmond &
Emily Steele Account Planners
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Javier Cruz Copywriter
Cece Wehrley Media Planner
Lauren Yee Social Strategist
Sarah Matthews  Art Director