Objective

The Minnesota Vikings Entertainment Network hosted a local vintage pop-up shop inside of our secondary locker room and gave our players the opportunity to shop within the facility following the conclusion of practice.

This piece was a collaborative effort between the Vikings organization and a local vintage shop here in Minneapolis. The initial plan was to get one or two players out to the brick-and-mortar store, however with the logistics of an NFL season including practices, meetings and limited time off we wanted to make this experience as accessible as possible for our players, so we decided to do a Vintage pop-up inside one of our facilities secondary locker rooms and have it up and running after practice was over.

Strategy

Core strategies & execution:

• The activity itself (vintage shopping) is something that players are very much interested in, i.e. we’re not pulling teeth to get players to engage in the content capture.
• We eliminated the barriers that would limit participation. On paper getting one or two guys out to a vintage shop seems easy, but that’s not necessarily the case when working with pro athletes. By bringing the Vintage shop to them, we eliminated potential back-outs and created an enticing opportunity for players that wouldn’t normally volunteer their free time to participate in our content. We made the process so seamless that the decision to venture in and check it out was a no brainer.
• Passive Content Capture. The overhead camera angles allow our players to experience the thrills of vintage shopping without feeling like they’re shopping on camera. This creates more authentic content and allows our more “camera shy” players to get involved in the action as well.

Technologies utilized:

Two overhead Go Pro’s, Canon C70

Results

This was a project where we saw an extremely high participation rate with our players. It generated 229k views on IG, 85k views on TikTok, 50k views on IG. Sentiment in the comments also showed that we did something not a lot of other folks have done.

This allowed us to further reinforce with our players that our content isn’t just about utilizing them for their likeness, but instead we can create unique opportunities like this that are exciting for all parties involved. It also allowed us to provide a platform for a locally owned small business.

Media