CHALLENGE

Design and execute COVERGIRL’s sponsorship of The Ultimate Fan Experience Tour: ProCamps’ Football 101 Women’s Clinic by immersing female football fans in the world of COVERGIRL in an authentic and engaging way.

SOLUTION

Women are football fans as much for the community as for the sport. While some of the industry’s past efforts have come across as condescending, it was important to rally female fan passions in a way that didn’t patronize, but actually celebrated their fandom. To celebrate female NFL fans, we created an experience that made them feel a part of something bigger. We focused on elements of connection, community, friends, family and togetherness within the context of football and beauty. These elements were amplified with a high-impact, COVERGIRL Ultimate Fan Experience set design that toured the country.

IMPACT

Delivered 80,000+ consumer engagements and interactions through

• 1:1 touchdown touch-ups with trial and education of COVERGIRL products
• a 360 #GAMEFACE huddle photo experience
• meet and greets and team drills with high profile NFL players
• hero product sample distribution

The tour traveled to 8 cities across the country. Events were hosted by fan favorite NFL players:

• Kyle Rudolph, Minnesota Vikings
• Randall Cobb, Green Bay Packers
• Travis Kelce, Kansas City Chiefs
• Mark Sanchez, Chicago Bears
• Von Miller, Denver Broncos
• Antonio Brown, Pittsburgh Steelers
• Melvin Gordon, Los Angeles Chargers
• Larry Fitzgerald, Arizona Cardinals