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#BelieveInMonsters

Check out the case study on the Chicago Bears.

#BelieveInMonsters

We worked with the Chicago Bears to create a high-end influencer package to accompany their Believe in Monsters Campaign for the start of the 2013 regular season. The idea was to focus on a select group of high-profile Bears fans, ranging from Politicians to Actors to Athletes, and present them with a personalized gift package.

The Bears had only one request for the package: a high-end, fashion forward piece that was personalized in a unique way. After a few brainstorming sessions, we decided on a vintage wash t-shirt, with a custom imprinted neck tag with their last name, t-shirt size, & the hashtag #BelieveInMonsters. Classic, yet customized.

We knew that the personalized shirts would go over well with the die hard bears fans, but we wanted to do more to let each individual know what their support meant to the team and the city of Chicago. Using variable data, we were able to include a personalized message to each recipient. We also included an official Bears New Era hat, and Bears Muscle Koozies. To ship it out, we created a one of a kind mailing tube that was wrapped with the Believe In Monsters campaign billboard.

The Final Influencer Package Included:

  • Believe in Monsters T-shirt with Personalized Tag
  • New Era Bears hat
  • Bear Muscles branded Koozie
  • Personalized message card

Packages were sent to:

  • Barack Obama
  • Jenny McCarthy
  • Rahm Emanuel
  • Ashton Kutcher
  • Mila Kunis
  • Devin Hester
  • Henry Melton
  • Brian Urlacher
  • Lance Briggs
  • Matt Forte
  • Jeremy Piven
  • Vince Vaughn
  • Horatio Sanz
  • Kurt Busch
  • Dwayne Wade
  • Matt Walsh
  • Chris Collins
  • Major Wright
  • Bill Rancic
  • Joakim Noah
  • Stacey Greenberg
  • Jay Cutler
  • Patrick Mannelly
  • Michelle Obama
  • Danica Patrick
  • Brandon Marshall
  • Joe Nunez
  • Anthony Adams
  • RJ Melman
  • Giuliana Rancic
  • Derrick Rose
  • Martellus Bennett
  • Jonathan Toews

The gift packages were sent out one week before the Believe In Monsters campaign was launched in Chicago. This left time for the celebrities to get their packages and share with the world through social media.

This quickly translated into a powerful promotion, with celebrities using #BelieveInMonsters on social media sites Twitter, Instagram, and Facebook to share their gift packages while simultaneously working to promote the start of the season. The campaign took off immediately, creating a huge buzz within 24 hours of shipment.

The package went over particularly well on Twitter, with many fans asking where they could buy a personalized shirt for themselves. More requests came flooding in from celebrity fans and former players who were not participants in the campaign, but wanted the shirts for themselves.

It was obvious the relationship between these “True Bears Fans” and their team, along with the creation of the unique gifting campaign, had created a buzz around kick off 2013. With Creative’s help, fans geared up to Bear Down and promote the Believe In Monsters campaign and the start of the 2013 season.

The Results: 29,324,864

total potential impression on twitter for #BelieveInMonsters

Ashton Kutcher on Twitter

  • Followers: 15,163,796
  • Retweets: 1,125
  • Favorites: 1,152