The National Soccer Hall of Fame was set to open a state-of-the-art facility in late 2018. The timing couldn’t have been worse. 2018 marked the first time the US Men’s National Team had missed the World Cup since 1990, and much of the National Media discussion was centered on what US soccer was doing wrong.
To drive awareness for the Hall of Fame and to help celebrate some of the extreme bright spots in our soccer history, we changed the conversation by asking soccer fans to help us name the Essential 11 – the eleven most important players in US Soccer history – and driving them to connect around the debate online and in-person.
Forty Creek Canadian Whisky is working in conjunction with B.A.S.S. Conservation and Casey Ashley to protect and maintain the outdoors and appeal to our target consumer - whose passion point includes anything outdoors. Especially fishing.
We created a mini-documentary to explain our partnership, project and conservation efforts - showing and acknowledging the cameras to peel back a layer of forced fiction and implementing a feeling of accessibility, approachability and honesty. We set out to help the viewers feel as if they really know who Casey is. We used authenticity to stay true to Casey, to B.A.S.S., and to fishing, but mostly to Forty Creek and what the brand stands for.
17 weeks. Zero wins. It had been a while since Cleveland Browns fans had a reason to celebrate. When that elusive "W" came, Bud Light wanted to be there to celebrate with them. What better way to celebrate than with free beer?
We installed Cleveland Browns Victory Fridges all around Cleveland. These very special fridges were full of Bud Light and sealed with a large lock – opened simultaneously when the Browns won. On September 20, 2018, the final whistle blew on a Cleveland victory, and pandemonium ensued.
Anheuser-Busch wanted to elevate the image of beer, particularly large lager brands, and make non-beer drinkers fall in love with beer and existing beer drinkers love it even more. To get people up close and personal with the entire Anheuser-Busch portfolio, Fusion executed LOVE BEER FEST, a free, family-friendly 2-day event, to showcase the breadth and depth of the brewer’s beer selection.
Focused on a combination of entertainment and education, the 2018 pilot events in St. Louis and Washington, DC exceeded all expectations – seeing over 21,000 attendees and 11.8MM earned media impressions.
Fox asked us to promote the debut of 24: Legacy at Super Bowl XLI in Houston. The show promised to be the next chapter in the popular 24 series. We were tasked with activating a live experience in Houston to excite fans of the original 24, and grab the attention of future fans.
Our strategy was simple - give consumers the opportunity to be a part of the show that rewrote the rules of television. We created an operating Counter Terrorism Unit (CTU) recruitment center. Based on their answers to a multiple-choice personality test, fans were assigned positions within the CTU. From there, they moved through an enveloping, interactive activation that put our guests in the middle of the action – and featured a functioning helicopter.