Client: NY Jets
Objective: Pitch a solution to increase fandom in youths ages 13-24.
Deliverables: Campaign Strategy, Pitch Deck, Social Media Ads, Platform Designs.
Team:
Michele Spina, Graphic Design | Matthew Pallangio, Graphic Design | Allene Austin, Business Management | Daniel Chiusano, Marketing | Brigitte Jean-Louis, Communication | Lorenzo De Paz, Communication | Mature Mickens, Business Management
PROBLEM
How should the Jets position themselves to drive influence, avidity, and behavior among individuals, resulting in ticket sales and long-term fandom of the New York Jets?
SOLUTION
The Jets will launch a three phase plan introducing the world of gaming to the New York Jets, in addition to creating a mascot competition where fans can submit their ideas via social media.
PHASES
Phase One - Virtual Clip/Mascot Competitions
Phase Two - Esports Tournament
Phase Three - Esports Lounge & My Madden Moment
PHASE ONE
Fans will be able to submit their Madden gaming clips to social media with the hashtag #jetsmaddenmoment for a chance to win food vouchers and Uber Eats gift cards. The Jets will present the clips on social media including Youtube, Twitter, Instagram, and TikTok.
Any student interested in competing in the mascot competition will be able to register through Young Ones Student Awards and submit their designs. The NY Jets will choose three winners to be posted on socials where fans can vote on the winning mascot for the upcoming season.
MADDEN MOMENT ON SOCIALS
INCENTIVES
INSTAGRAM MASCOT REVEAL FEED
YOUNG ONES MASCOT COMPETITION
PHASE TWO
The New York Jets will be able to Utilize Kean University's Esports lounge to host events where fans will play against current/past NY Jets players, and popular gaming Influencers. Games such as Fortnite, Rocket League, and Madden will be played at the universities lounge. A free download of Twitch skins will be available for all who attend.
BEFORE
AFTER
PHASE THREE
The NY Jets will get the opportunity to install an Esports lounge right into MetLife Stadium. The lounge will be utilized by hosting pre-game and during-game events throughout the football season. Gamers involved will be able to submit their Madden Moment to have a chance to be featured on the jumbotron during halftime.
THE TAKEAWAY
Being selected to represent Kean University for the NFL was such an amazing opportunity. I was honored to be a part of the winning pitch for the Jets Experience in 2022. It taught me to work effectively in a cross-disciplinary internship with Marketing, Business Management, Communication, and other Graphic Designers, giving me great insights to the advantages of working as a team. Using everyone's unique skills and assets allowed us to create one outstanding strategy for the NY Jets to bring to life.
