Happy Sunday! Before we get to this week’s letter, we have to take a moment to recap the FIFA World Cup Finals from last week - already miss it.
ICYMI: We had the opportunity to attend the final game with Casamigos, covering their stadium activations as part of the brand’s official partnership. Throughout the day, we went behind-the-scenes with their team to learn more about the strategy behind their Stadium Fan Experience, Suite footprint, VIP strategy, and, of course, all of the branded moments that brought the campaign to life. Here’s a peek at one of the interviews from the big event:
We cover a lot of campaigns on PEOPLE BRANDS AND THINGS, but what stood out about this one was how every single touchpoint - from the creative to the hospitality experience to the design details - was rooted in the idea of rivalry.
And rivalry wasn’t just an obvious tie to football, but a nod to the launch of their two new pre-mixed margarita flavors: Spicy and Classic, each becoming its own “team” throughout the campaign.
CAMPAIGN: “Rivals at the Game, Casamigos at the Bar” starred Gabrielle Union and Keegan-Michael Key cheering for opposing teams - reinforcing the idea that while rivalries exist on the pitch, everyone comes together at the bar.
VIP MAILER: A layered invitation experience revealed the event invite first and premium gifting, before a hidden tray uncovered a custom Casamigos jersey. Every layer created a sense of anticipation that mirrored the excitement leading up to kickoff.
JERSEY: Team Spicy and Team Classic jerseys drew inspiration from classic football uniforms and became the centerpiece of their Jersey Swap program where guests were encouraged to embrace the spirit of friendly rivalry throughout the experience.
TODAY’S LETTER: We’re back with part two of Sephora’s partnership with a very important sports league, diving into aspects areas every brand should be thinking about when activating in sports. We’re also sitting down with the woman behind two of today’s hottest influencer brands to talk about what it actually takes to build staying power, and exploring why more companies should start treating their employees as influencers. Let’s get into it.
