Power of 12

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The Seahawks went to Super Bowl XLVIII and the team at PEMCO Insurance went to work. We created a highly engaging and visible social experience in just 12 days from start to finish and joined the conversation of the Supercharged 12th Man. Supercharged Seahawk Fans... You're One Of Us!

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Power of 12

  1. 1. To The Power of 12 Seconds to score a safety in the first half = Seconds to score a TD in the second half = Super Bowl 48… 4 + 8 = Seahawks scored 43 points. 4 x 3 = Number of playoff wins in Seahawk franchise history = Seahawks score 43 points … 4 x 3 = Russell Wilson’s total passing yardage was 206 yds. (Seattle’s area code) and 2 x 6 = Minutes left in first half when Marshawn Lynch scores TD = On Saturday prior to Super Bowl XLVIII, Walter Jones entered the NFL Hall of Fame after playing for the Seahawks for years With Super Bowl XLVIII Peyton Manning has playoff losses. The Seahawk victory parade was held on 2/5/14 2 + 5 + 1 + 4 = The Seahawks retired jersey number 12 to honor the 12th Man in the 12th month of ’84. 8 + 4 = Century Link Stadium is years old
  2. 2. VP & CMO PEMCO Mutual Insurance Seattle, Washington Past Chairman & Current Board Member WOMMA @NW_Mktg_Guy Rod Brooks
  3. 3. Four. Billion. Dollars. source | Advertising Age (2011)
  4. 4. Voice of the customer trumps voice of the brand
  5. 5. We’ve moved… From the age of interruption to the age of engagement. From a passive consumer to an active consumer.
  6. 6. Supercharged Seahawk Fans
  7. 7. The Background To be it on the outside you have to live it on the inside.
  8. 8. The Background
  9. 9. The Moment
  10. 10. The Opportunity To engage… or to sit this one out? Really? No way!
  11. 11. • Integrity • Responsibility • Courage
  12. 12. • Integrity • Responsibility • Courage Concept Planning NFC Champs plus 5 days Jan 19-24 Supercharged Fan Signings Jan 24-28 Maiden Flight - Seattle January 30– Oct. 25 Victory Parade February 5 Super Bowl Weekend Feb 1-2 The Implementation #12banner Memorialized Opening Day – Sept. 2014 days from concept to flight! Continued buzz extension into 2014 season.
  13. 13. The Plan Fast & decisive • 1200 or 12,000 • One or a dozen • Own or rent • Join or create
  14. 14. The Plan Use what we knew. No time to build new muscle!
  15. 15. The Plan • Established social platforms • Paid, earned & owned media • Face to face events • Existing & new relationships
  16. 16. The Beginning
  17. 17. The Beginning
  18. 18. The PEMCO Team #12banner
  19. 19. source | Nielsen study (August 2010) The Press Earned Media Value $105,000
  20. 20. source | Nielsen study (August 2010) The Press Earned Reach 16,500,000
  21. 21. The WOMM
  22. 22. The WOMM
  23. 23. The WOMM
  24. 24. The Advocates
  25. 25. The Advocates
  26. 26. The Advocates
  27. 27. • Integrity • Responsibility • Courage The Metrics of Success Twitter Mentions: 1,227 Virtual Signatures 15,377 Total Signatures 1+ mm Social Impressions 14,150 Event Signatures 6,379 Unique Visitors 600% Increase in Web Visitors 855 #12banner Engagements + = Record Traffic
  28. 28. • Integrity • Responsibility • Courage The Metrics of Success Twitter Mentions: 1,227 Virtual Signatures 15,377 Total Signatures 1+ mm Social Impressions 14,150 Event Signatures 6,379 Unique Visitors 600% Increase in Web Visitors 855 #12banner Engagements + = Record Traffic
  29. 29. • Integrity • Responsibility • Courage The Lessons Learned • Scale downward. Think global. Act local. • Amplify internal spirit & pride. Be courageous! • Go with what you know. Be prepared. • Do something! Ready. Fire. Aim. Adjust. • Communicate openly and frequently. • Leveraging what exists can trump creation. • Offline WOMM matters!
  30. 30. WOMM 101
  31. 31. To The Power of 12 Thank You
  32. 32. To The Power of 12 Go Hawks @NW_Mktg_Guy #12banner

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