The objective for the integrated campaign "Welcome to Atlanta" was to connect the attitude of the team with the personality of the city. A city built on swagger, and when you peel back the layers, you will realize we are more than just peaches and sweet tea. We are beats and blockbusters. The goals of this campaign were to generate excitement around the team and build an authentic pride across the city. We hear it all the time, but it is more than just a greeting. Welcome to Atlanta.
To help launch our integrated campaign, we collaborated with Atlanta rap artists Ludacris & Jermaine Dupri to produce a creative music video to a Falcons remix of the hit song "Welcome to Atlanta". The strategy behind the custom song focuses on a lifestyle vibe that juxtaposes the attitude of the team and the personality of the city. The video also ran on the Halo Board during every Falcons game at Mercedes-Benz Stadium and broadcasted on television. A key feature of this campaign is the authentic Atlanta artwork, which underscores the relationship between the team and the fans, that was installed across the city such as print ads, posters, banners, and billboards. What makes this integrated campaign unique is the 'Atlanta-inspired' design and the creative use of technology in our video assets.
After launching the music video online and across social media, it gained over 2 million views. It was shared over 50,000 times including by players, celebrities, neighboring Atlanta teams, and major media networks. The music video performed 32.5 times better than average on Facebook and Twitter as well as reached over 6 million people online.