THE 7 STAGES OF DEFEAT
Every year hundreds of millions of NFL fans start the season full of hope that this will be “the year”. But for 97% of them, it will end in heartbreak. Every. Single. Time. So Jim Beam set out to comfort these devastated fans by teaming up with someone who’s all too familiar with loss, lifetime Detroit Lions fan and 0 time championship celebrator, Keegan-Michael Key.
WE INTRODUCED THE PARTNERSHIP AND THE 7 STAGES OF DEFEAT
WE HELPED FANS IDENTIFY AND SHARE THEIR FEELINGS ON SOCIAL
THE CARE PACKAGE
High end care packages were dropped online after each round of the Playoffs for fans of the losing teams who needed a little extra support. Each box contained 7 items curated by Keegan to help navigate each of the stages of defeat from Anger to Bargaining to Acceptance.
THE COMMUNITY
The fans responded by grabbing their own care packages at an alarming rate, with each drop selling out in seconds. They then shared their appreciation and their road to acceptance across social.
No one was immune. NFL team owners, hall of famers and Keegan himself looked to Jim Beam for support when their teams exited the playoffs early,
THE RESULTS
9.5 BILLION Earned Impressions
$85 Million in added value
$5.3 million in incremental sales (+2% YoY increase)
+500% increase in site traffic
+6% market share
+14 ppts increase in brand association with football
+11 ppts increase in purchase intent
Millions of sad fans comforted