September 12, 2014

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September 12, 2014

Riff. Ram. Bah. Zoo.

The video was part of a broader initiative to get fans more engaged in the game atmosphere, giving the TCU football team more of a home field advantage. Our approach was to have the TCU faithful renew their pride in the school by drawing on the proud history of the program. We wanted the fans to feel like they were a part of the team.
 

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After developing several concepts, we worked with TCU Athletics to produce a 90-second video that featured TCU’s Riff Ram chant. This chant has been around since the 1920s, and our video builds on that history as well as its universality amongst Horned Frogs of all ages. We’re asking the TCU Horned Frog Faithful to AMP IT UP (TCU Football’s campaign this year) and help make Riff Ram a tradition at home games again. Go Frogs!
 

Here is a collection of shots from behind the scenes.
Produced in partnership with Nutter Productions.

The Story

When Nolan Ryan Beef made Kroger their exclusive retailer, they asked us to help generate awareness for this partnership while driving customers to Kroger stores to buy beef. With a limited marketing budget, we had to get creative if we were going to make a splash in a market the size of the DFW Metroplex. Luckily, “getting creative” is kind of our thing.

The Work

If there’s anything more creative than pairing up NOLAN RYAN Beef and the Texas Rangers, we don’t know what it is. So instead of sinking their marketing dollars into traditional advertising media, we recommended that they pursue a sponsorship with the Texas Rangers. They didn’t have the budget to be a top sponsor in the Ballpark, but we helped them make the most of what they could afford.

With Nolan Ryan Beef as the official beef sponsor of the Texas Rangers, we felt that someone needed to be the official spokesman of Nolan Ryan Beef. Enter Howdy the Hot Dog. Born from a dry erase marker and a window, this guy could be seen everywhere you looked in the Ballpark: concession stand signage, hawker boxes, Jumbotron and more. We even helped design an entire concession stand. We made it virtually impossible to miss Nolan Ryan Beef.


The Results

In the first year of the sponsorship, the Texas Rangers sold more hot dogs than any other ballpark in Major League Baseball. Nolan Ryan Beef doubled their sales with Kroger and even saw a spike in sales in their online direct sales. Answering the question, what’s more American than hot dogs and baseball? Cartoon hot dogs and baseball.