Soccer-Mania

Strategy | Consulting | Experiential

The Challenge:
After 26 years of sponsoring the NASCAR and IndyCar circuits, Target sought to realign its sponsorship strategy to better connect with its customers. I was part of the team tasked with identifying and building out a new partnership-marketing platform, and then activating it in market.

The Strategy:
We identified soccer as a fertile vertical within which Target could become the official partner of Major League Soccer (MLS). Show their hometown support by putting the Target bullseye front and center on the jerseys for MLS’ new Minnesota United FC. And partner with youth soccer organizations to give more kids a chance to play.

The Idea:
Soccer-Mania became the platform under which all our efforts were coordinated, and we launched in a Chicago style street fair designed to show fans that Target was as passionate as they were about the beautiful game.

The Execution:
A singular, iconic Target-red center pitch with constant programming including multiple MLS All Stars, World Class Freestylers and Bullseye the Dog himself. As the final day time touchpoint, the Homegrown Game (Rising Stars) was live streamed onsite to create further amplification of this momentous moment.

A boy standing next to a dog statue on a red platform with target logos at an outdoor event in a city, with buildings and people in the background.
Two boys standing on a red target-covered stage in front of a large Target event backdrop. People are gathered around, and a digital screen displays a soccer player and event information in the background.

With each shot, the iconic Tribune Tower reacted in real-time with hit or miss animations that brought the crowd below to a frenzy, and served notice that Target was taking soccer to new heights (literally).

As night fell on Chicago, the space transitioned into a spectacle unlike any other. Taking aim at moving Bullseye targets on an LED wall, guests stepped up to a penalty kick.

Night scene of a city square with tall buildings, including the Chicago Tribune building, illuminated billboards, and a large screen displaying high scores for a game. People are gathered in the square, and there are lights and decorations for an event.
Nighttime cityscape with illuminated skyscrapers, including the Chicago Tribune building, and a crowd of children and adults gathered on a red carpet, watching a soccer game at Target's 2017 MLS All-Star Game event.
Close-up of a red and white circular target with concentric rings.
Red background with white concentric circles, targeting a soccer ball at the center, with white text about soccer love and community.

The Results:

23K

people attended in a single day

20K

Impressions

10%

Rise in sales of soccer related items - faster than any other sporting goods category

Love it! Show me more

1M

Soccer balls sold