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January 6, 2016 | Volume 13, Issue 23
MIAMI DOLPHINS CELEBRATE FIFTY SEASONS WITH "SINCE MOMENT" CAMPAIGN
Thousands of fans share their "Since Moment" in buzzing social media campaign.
By: Mike Curtin
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Click the image above to check out the official Miami Dolphins "Since Moment" website!
Dear Faithful Readers,
I know I’ve talked about it before but it really is amazing how fast time flies. It seems like we were just wrapping up the 20th anniversary of the National Sports Forum and now the calendars have turned to 2016 and we are in the final stages of getting ready for the 2016 Forum in Portland. I can assure you the team here is working extremely hard to make sure the 21st annual Forum is the best Forum yet!
It’s always fun at the Forum to hear stories about our long time attendee’s favorite moments from the Forum. Since we are entering our 21st year you can only imagine the amount of stories some people have! It’s important to look back as a whole and reminisce on the good times and the bad times. That’s exactly what the Dolphins did with their fan base this year.
Celebrating their 50th season, they had some fans share some great memories by looking back at the moment they became fans of their beloved franchise.
Hope you enjoy the read and I hope to meet some of you in Portland, Oregon for the 2016 Forum!
Happy New Year!
Ryan Heidrich
Director of Communications
P.S. - Don’t forget to stay engaged with us on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!
PROGRAM TITLE
Miami Dolphins: "Since Moment" Campaign
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OBJECTIVES
The objective of this campaign was to build on the momentum of the successful 2014 season marketing campaign entitled “Stronger Together” with a campaign that celebrates and put an emphasis on the 50th season. While strategically incorporating the stadium renovation in mind, the Dolphins organization wanted to create a campaign that was inclusive of their fans and allows them to become a part of the storytelling. “We are rethinking the content and the way in which we deliver it. Through our relationships with Facebook, Instagram, Twitter and Snapchat we are creating content that is relevant and shareable to our fans… So as we build brand love through innovation in these areas, we hope to create more love for Miami Dolphins football … and in turn create a better home field advantage”, says Surf Melendez, Content and Creative Managing Director at the Miami Dolphins.
PROGRAM DESCRIPTION
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The Dolphins marketing team approached the assignment like an ad agency. They spent time and resources to ensure they were pointing the organization in the right direction. Once they kicked off the concept with all of their creatives, they held creative rounds to refine the ideas. This may sound obvious, but in their experiences they have found this isn’t a common practice with internal creative teams in sports. With this model in mind, they are able to develop some of the best marketing campaigns in the NFL.
Ultimately they developed the “Since Moment” campaign that highlights the very moment someone decided to become a Dolphins fan. This allowed them to amplify the fans’ voices on different social media platforms while revisiting moments of their illustrious 50-year history. Beyond mentioning specific football plays, this platform gave the fans an opportunity to share special moments that are unforgettable to them: their first game, the time they met a hero, etc.
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Click the image above to view the official Dolphins' Website!
PARTNERSHIP
The Dolphins organization created the campaign completely in house. From conceptualizing, design, video production, music scoring and media buying; all aspects of this campaign were developed within the organization.
RESULTS
The Miami Dolphins have seen tremendous engagement from their fans since the inception of this social media marketing campaign. Since they rolled out the campaign, they have had more than 15,000 organic social submissions, where their fans shared very personal and passionate stories and images. Since launching the campaign in May of 2015, there have been 14,400 mentions and over 30 million impressions of #SinceMoment on Twitter. The Since website has generated 300,000 unique visitors over this time and in the first week alone, brought in 3,000 “Since Moment” submissions from fans.
LOOKING AHEAD
The Dolphins are currently conceptualizing next year’s campaign that will continue to expand on their “Stronger Together” ethos. It won’t be a “Since Moment 2.0”, but an evolution of how they are constantly trying to connect with the fans, community and team through innovative storytelling and experiences.
CONTACT
For more information, contact:
Theresa Manahan, Communications Manager, Miami Dolphins
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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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OUR PARTNER
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