Bringing the 12s experience to Canada!
Leaning on Local and XM Expertise
The Challenge
In December 2021, the NFL approved the Seattle Seahawks to expand their marketing and fan engagements in Canada as part of the NFL’s International Home Marketing Area (IHMA) initiative.
This initiative allows the Seahawks to host regular fan engagement events in Canada throughout the season, along with increasing community initiatives, and localized partnerships.
With the IHMA in place, the Seahawks were looking to celebrate the start of the 2022 season in Canada with a special 12 North fan engagement. To achieve an authentic Canadian experience, the Seahawks looked for a Canadian-based agency with a wealth of XM experience working with sports brands and sponsors, that also had deep roots in the community. They were on the hunt for a team that took care of all the necessary permitting, site checks, staffing, logistics, production and testing of their event. In short, they were looking for a true partner to be a seamless Canadian-based extension of their team.
The 12 North Tour Touches Down in Vancouver
The Solution
Given our wealth of previous experience with large sports brands and sponsors, the Seattle Seahawks selected Inventa to design and execute their first in-person IHMA fan engagement in Canada. Inventa had weekly meetings with the Seahawks team on all aspects of the event delivery, while maintaining transparency on budget, deliverables, and project timelines.
The tour took place Sept. 16-18 around Greater Vancouver. Fans were invited to join Seahawks Legend K.J. Wright, Mascot Blitz, Seahawks Dancers, the Blue Thunder drumline and more for an unforgettable weekend of fun.
Inventa managed many teams including local production, venue staff, vendors, suppliers and creative partners to develop a special 12 North Viewing Party for the Seahawks vs. San Francisco 49ers game. Built from the ground up, we transformed Jack Poole Plaza into the ultimate outdoor game day viewing party experience, including a 24ft big screen, local food trucks, a beer garden, face painting, a live DJ, private VIP area, and 12 North exclusive giveaways.
Chalk Up a “W” for Follower and Database Growth
The Outcome
Expectations were well exceeded with over 3,000 attendees to the event.
Inventa Offers Full Service Experiential Marketing.
“Inventa has been a true partner helping us engage with Seahawks fans in Canada.”
Inventa has been a true partner helping us engage with Seahawks fans in Canada. From the start, they have been eager to understand our business needs and lend their local and national market expertise. Once we had a plan, Inventa led the way in handling all aspects of the event, adapting quickly as changes occurred, and ensuring everything was to the highest possible quality. The team was thorough in not only their execution, but in their communication and status updates as well. We look forward to working with Inventa again in the future!
Marketing Director, Seattle Seahawks
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