Elizabeth Parkinson, Senior Vice President of marketing and partnerships for the Detroit Lions, shared how these four simple words have helped engage their fans on a whole new level and align with their commitment to the city at the same time.
“This campaign is genuine, simple and Detroit-centric with creative executions that allow for seamless integration across all communication platforms.” –Elizabeth Parkinson
- This very intentional message was featured in the Detroit Free Press after the city declared bankruptcy, helping to communicate that the NFL team was committed to partnering with the city during this tough time
- Billboards also featured the message in the city throughout the campaign
- The campaign integrated the message into every game ensuring that fans come to the game and leave without any question of what the theme for that night is – ex. Hispanic Heritage and Breast Cancer Awareness Month
- The stadium tunnel features the message, providing a unique view for fans to help tie the message together
- The Lions worked with Nike, a national retailer, to extend the campaign farther than they could alone through the sale of One Detroit One Pride merchandise
- Through social media, fans are able to submit photos using the #OnePride hashtag. Photos are then featured on the Lions’ website and rotate on the messaging boards in the stadium on game day
- This has resulted in over 14,000 submissions from fans and caused the #OnePride hashtag to trend nationally
- A video of Lions players reciting a pledge, which is the foundation of the campaign, plays before every game helping to unite and rally fans, players and coaches behind the overall movement: The Pledge
“Anytime you have a message, you need to follow it up with action. People know when it starts feeling fabricated.” –Elizabeth Parkinson
The Lions have also launched Living For The City, a philanthropic program with a goal to support transformational efforts that improve the well-being of metro Detroit’s underserved communities. This campaign partners with organizations to create a more proactive presence for the Lions in the community during a time of resurgence in Detroit.
- Jessica Hines
Vice President of Public Relations