Seattle Seahawks, Uber & The Promotional Product Connection!

The role played by promotional merchandise in helping businesses connect with their target audience is phenomenal. Every year, we hear amazing stories of how companies turned to giveaways in hope of gaining new leads while retaining old customers. These giveaways were effectively used to introduce a new product, show appreciation to customers or spread brand awareness, among other marketing-friendly initiatives.

In 2017 we witnessed several firms opting for promotional merchandise to spread word about their products and services. Notable among them is the holiday initiative launched by the Seattle Seahawks.

By virtue of being the only NFL team from the Pacific Northwest region, the Seahawks have the support of fans from a huge geographical area.  This includes states such as Montana, Oregon, Idaho and Alaska, apart from some Canadian cities as well! These fans, also known as the ’12th Man’ (the Seahawks retired the #12 jersey in honor of fans more than 20 years ago), are a vociferous and loyal group.  With that said, it’s no wonder that the Seahawks launched a holiday gifting campaign for Christmas 2017 that lasted from December 18th to 22nd.

So, what was the Seahawks holiday gifting campaign about?

Seahawks collaborated with Uber and Fanatics to give fans an early and exciting Christmas gift. Shoppers could buy merchandise for fans or to add to their own collection through the following steps:

  1. Start the Uber Eats app (any time from 10am to 6pm)
  2. Search “Seahawks” to locate the Pro Shop store – Seattle Seahawks: Powered by Fanatics
  3. Browse through a collection of official gear such as jerseys, accessories, holiday items, and lots more!

After an order is placed, designated Uber drivers swiftly picked up the merchandise from select Pro Shop locations and delivered them in time for the holidays. This isn’t Uber’s first promotional merchandise-related collaboration with an NFL team. In the preceding years, Uber also teamed up with Chicago Cubs and Los Angeles Rams to distribute promotional merchandise. Seahawks fans loved the holiday initiative and are hoping for more campaigns in 2018 and beyond. We are confident a lot of sports teams will come up with their own unique take on promotional merchandise as well.

Are you planning a marketing campaign that relies heavily on NFL promotional products? Or are you looking for a unique idea to kick-start your business’ marketing efforts in 2018? Get in touch with us for giveaway ideas or handy marketing tips for your brand! Our insights will help you take target audience interaction to a whole new level.

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Gary Taylr
Gary Taylr is a marketing consultant at Promo Direct. He works with the creative team to drive web-based marketing campaigns. He shares his marketing insights at blog.promodirect.com and is a regular participant in forums and discussions related to business and marketing. You can follow Gary on Google+ and Twitter.