• The Detroit Lions are a storied franchise that has been around since 1929. Despite the lack of success over the past years, the fan base has remained faithful in supported their Lions every Sunday. The Detroit Lions are a classic team, a staple in the league, but lack one thing that many other teams have (besides a Super Bowl), an official cheerleading or dance team. The loyal fans of Detroit deserve an added form of entertainment each Sunday and a cheerleading squad could facilitate that.
The BIG Idea?• Organize an official cheerleading team for the Detroit Lions franchise.• Utilize the mass reach of social media to publicize and promote the creation of this team.• Let fans vote to decide the final team based on Twitter, Facebook and Instagram.• Market each step of the development, creation and beginning of the cheer team to the fans and engage them in the process.
Making the Team• The idea behind the campaign would be to gain support from the fans and attract any women who may be interested in joining the team. A large part of the marketing will be focused on getting the attention of any women who would want to audition for the team.• The team will be promoted and then voted on by the fans through several digital mediums.• The campaign is focused around fan involvement in the making of the team.
Social Media• Using the Lions official Twitter to establish the start the this campaign would be a critical first step.• Creating the hashtag #DetroitLionsCheer and promoting that through the account would be a step in the marketing process.• Creating a custom Facebook page and promoting it through the team’s official page with profiles of each of the cheerleading contestants.• Utilizing Instagram as well, with photos of the contestants and updates on voting and upcoming events flyers.• A three-prong social media attack to promote the creation and selection of the team to the fans.
Outdoor• Another entity of this campaign will be outdoor advertisement in the form of billboards.• Targeting commuters along the major freeways of Detroit is a good strategy to reach a large audience.• Promoting the webpage, Twitter account, hashtag, and Facebook will be the focus of the billboards.• Driving the social media with these billboards will focus on sparking fan interest inbecoming involved with the team.
Broadcast• Using local broadcast television and radio commercials will also be a part of the campaign.• These mediums offer an opportunity to explain the process of the campaign and can encourage fans to participate through social media.• The use of TV and radio are effective in reaching large audiences.
Giveaways• A way to engage the fans even more directly and create buzz and excitement around the creation of the team is through giveaways and meet and greet type events.• Having Twitter giveaways and organizing a Tweet-up meet and greet with the finalists of the team is a great way to allow fans to get excited about the team and get to know the potential members of the final cheer team.
Contest and Voting• The selection of the cheerleaders will begin with an open audition to any women with cheer or dance background. This audition will be he first thing to be vigorously promoted through the social media outlets.• A panel of judges will narrow down the group to twenty women from which the fans will choose the final twelve.• The twenty finalists will each have a photo and short bio posted to Facebook . The photos will also be added to Instagram and Twitter.• The fan voting will be done via Facebook and Instagram likes on those photos as well as a hashtag vote with the female’s name or by retweeting their photo.• Votes will be tallied and the final and official team will be announced during the first preseason game of the 2013-14 season.
Budget and Cost• The budgeting and cost of this campaign will be comparable to other media and marketing campaigns done by the team. Based on team revenue and past marketing budgets, this campaign will be estimated to cost near $250,000. Basing the majority of the pricing on the$250 per hour cost of the digital agency and pushing a one month deadline for everything to be organized to begin the campaign.• Other costs include the free merchandise provided at the Tweet up and the Twitter contests and giveaways, which would add to around $1000 and $5000 respectively.• This campaign will be promoted for two months and the auditions will be held at the end of that time with the voting for the final team occurring in the final stage of the campaign.
Value• Many teams in the NFL have cheerleading teams and draw attention based on the image of that team. The best example is the Dallas Cowboy Cheerleaders who have effectively marketed themselves independent of the team and created a custom brand.• This campaign is a great way to engage the fan base directly with the team and create an opportunity for future marketing involving the cheerleading team.• Allowing the fans to influence the decision can create a better image of the team itself and let the marketing of the franchise of the Detroit Lions grow to produce further revenue.