Vikings unveiled for the first time that 1960-70s throwback jerseys would be worn during the 2023 season. Along with that announcement, the Vikings revealed the vikings.com/classic micro-site showcasing Classic campaign. The micro-site was promoted from launch day through the end of the 2023 season; highlighting two games the throwback jersey would be worn.
The Classic micro-site incorporated all the elements of the campaign including a call to action to purchase the throwback jerseys, history of the jersey, close-up details on the jersey, current player photoshoot in the jersey, old school trading cards to mimic the look back in the 1960s and content highlighting the jersey. The goal of the micro-site design was the step back into the 1960-70s with the throwback design elements and drive sales to the throwback jerseys.
Core strategies:
All marketing departments were involved in the promotion of the Classic micro-site. Digital and social media teams, on-air talent or other public Vikings accounts drove traffic directly back to the micro-site that was a one-stop shop with all Classic information and calls to action.
Execution:
The Classic campaign took on two phases. The first one in July as the Vikings revealed the Classic throwback jerseys would be incorporated in the 2023 regular season. The first game announced that the team would wear these jerseys was the Week 1 home opener against the Tampa Bay Buccaneers. Part two of the campaign happened during the season when the Vikings revealed they would be wearing the Classic jerseys a second time for the primetime Monday Night Football home game against the Chicago Bears. Organic and paid social media posts, Vikings mobile app push notifications and emails helped drive traffic to the micro-site and to purchase throwback jerseys for both of these phases.
Technologies utilized:
NFL Pocket CMS (back-end of micro-site), Vikings mobile app, SEO optimization, photography, videography and graphic design.
The Classic micro-site had 74,951 views from July 18, 2023 launch day until January 8, 2024 to close out the 2023 Vikings regular season. Heavy promotion of the micro-site happened in July and the week of each game the throwback jersey was worn.
The micro-site had something for everyone. It did not just house throwback jersey content, but it provided a background of the jersey, included the detail and aesthetic of the 1960-70s, provided behind-the-scenes elements of current players in the jersey and also had buttons to purchase the jersey or tickets to the games the Vikings would be wearing the jerseys.
