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June 17, 2015 | Volume 13, Issue 9
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PORTLAND TIMBERS CELEBRATE THEIR ANNIVERSARY WITH
"5/40" CAMPAIGN
The Portland Timbers commemorate anniversary season by re-launching campaign from their inaugural year in MLS.
By: Alby Abalos
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Click the image above to check out the Timbers' player/family portrait video!
Dear Faithful Readers,
One of the things we like to do when we take our conference to different cities is give them an opportunity to show off to the industry. Teams will often show off their stadiums and explain different programs they run.
We wanted to give you all a preview of something one of our hosts for the 2016 National Sports Forum, the Portland Timbers, are doing. The Timbers are celebrating an important anniversary this year as they embark on their fifth year in the MLS and the 40th year of being in Portland. Celebrating history is important and the Timbers are bringing back a program that was super successful for them when they joined the MLS and once again have seen positive results.
Hope you enjoy the story and look forward to seeing you all next February as we head up to Portland.
Enjoy!
Ryan Heidrich
P.S. - Don’t forget to stay engaged on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!
PROGRAM TITLE
Portland Timbers: "5/40"
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OBJECTIVES
2015 is the 5th year the Portland Timbers have been in Major League Soccer and is the 40th anniversary of the club being in Portland. To celebrate this commemorative year, which they are calling “5/40”, the Timbers re-launched programming from their 2011 expansion year campaign. The original campaign featured a series of billboard advertisements around the city featuring various Timbers supporters and citizens of Portland. A key part of this initiative was a free fan photo shoot where Timbers’ supporters could take their picture in the style of the billboard creative.
The Primary goal of the campaign was to commemorate the Timbers’ anniversary season and re-engage their community during the ramp up to the launch of the season. The viral and grass roots distribution of the photos, primarily through social media helped introduce their brand to new fans, while deepening engagement with their core supporters.
PROGRAM DESCRIPTION
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The “5/40” free photo shoots took place over five dates in February and early March 2015. Approximately two weeks from the shoot date, photos were loaded onto a Flickr album and participants received an alert via email when photos were available for download. Each photo was individually cropped, color-corrected and included a special “Timbers 2015” lock-up.
This year the Timbers also photographed the players and their families. In addition, Portland dignitaries/celebrities such as Portland Mayor Charlie Hales and Project Runway winner Seth Aaron joined the photo shoot.
In 2011, fans had the opportunity to vote for their favorite photo to be featured on a Timbers billboard. The Timbers replicated this opportunity for their anniversary season, which debuted in downtown Portland in early March, before the start of the season. The top-4 vote getters were selected to be on the billboard.
The Timbers also used all of the images as the wallpaper/background for timbers.com and created and installed a permanent concourse sign in Providence Park that features every single person who was photographed.
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Click the image above to view the Timbers Fan Axe Portraits at Providence Park video!
PARTNERSHIP
The Timbers’ “5/40” campaign ideas were driven internally, but tied to a larger creative relationship with their local agency partner Studio Jelly.
RESULTS
The Timbers have been very fortunate to sell out every regular season home match since their launch into Major League Soccer in 2011 (a stretch of 75 straight matches, as of June 12). This program was aimed at helping drive and elevate the “Timbers conversation” digitally and socially before the launch of the 2015 season.
The “5/40” campaign consisted of over 5,000 people getting their photo taken, which is an increase of 60% from 2011. Approximately 12,500 photos were taken in total. The Timbers received over 50,000 votes for the billboard vote. This is an increase of over 200% from 2011. There were also twice as many votes for the top-4 fan images when compared to 2011. The Timbers’ engagement and click-thru rates on their Facebook and Twitter posts related to the contest/program were about 2.5x higher than a normal post. Overall, this campaign generated positive PR and goodwill in the community.
LOOKING AHEAD
The Timbers have worked to build their brand on the ethos of team, town and each other – a celebration of authentic soccer culture, the Portland community and its unique character, and their sense of comradery, DIY-nature and companionship. This program is an extension of that relationship.
Their hope is that they can offer the free, fan photo shoot program every five years, to coincide with those anniversary seasons. Ultimately, one of the Timbers goals is to be able to document and share the growth of their fans/community in parallel with that of the club.
CONTACT
For more information, contact:
Cory Dolich, Sr. VP of Business Operations & Marketing, Portland Timbers
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ABOUT THE NATIONAL SPORTS FORUM
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2016 NSF Conference and Trade Show will be held on February 14 - 16, 2016 in Portland, OR. Visit www.sports-forum.com.
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