Out-of-Home Campaigns
I led writing efforts behind ShareBuilder’s sponsorship of Seattle sports institutions—the Mariners, Seahawks and University of Washington Huskies. This meant executing campaigns across physical and digital mediums including stadium signage and landing pages. I aimed to gracefully unite emotional aspects of team loyalty with the practical benefits of investing. This (4' x 6') signage hung in Safeco Field's concourse for an entire baseball season. Its simple, aspirational message advertised a philanthropic program ShareBuilder sponsored: When a Mariners pitcher saved a game, the company donated money to a critical cause.
This sign, featuring a unique, equally positive message, advertised the same program via placement in Safeco Field.
A URL featured on the signage drove fans to this landing page, which underscored the philanthropic message and benefits of building a strong future.
For signage appearing outside of the Seahawks’ CenturyLink Field on game days, I highlighted ShareBuilder’s ease of use with a sporty pun.
When Seahawks fans visited the associated landing page, language paid off their team loyalty while repping ShareBuilder’s benefits.
When the Seahawks played at home, a ShareBuilder “activation” team posted up beside the stadium. To encourage engagement with passing fans, we launched a selfie station doubling as a subtle brand awareness play. This signage greeted passersby and encouraged social sharing.
Digital signage inside Husky Stadium drove UW football fans to a landing page that put "investing" and the school’s fight-song refrain in the same breath.