We were asked by Paramount Pictures to bring the digital release of Teenage Mutant Ninja Turtles: Mutant Mayhem to the opening night of Monday Night Football at the New York Jets. We set up a deal with Jets star Wide Receiver Garrett Wilson to wear custom Teenage Mutant Ninja Turtle cleats during warmups, created by talented footwear designer Mache. Paramount also created a tailgate footprint outside the stadium in the interactive zone featuring a wrapped 1989 VW Vanagaon as portrayed in the film. Additionally, there was an in-game moment for a lucky row in the third quarter of the game featuring the Ninja Turtles mascot walkarounds. The objective was to bring as much attention to the film's digital release to Monday Night Football as possible with multiple tactics on and off the field, socially and in the media
First step was to identify the biggest player in the game who would get the most attention, who had the most credibility in the sneaker world as well as the football world. Then we had to identify which sneaker artist could bring the cleats to life who also had a huge following. Garrett Wilson, the star wide receiver of the Jets fits that bill. Mache in the sneaker world fit that bill. Then we had to get them both to agree to play ball and we were off to the races. For the real life activation we had to work with our budget to find space at the game to create the experiential event. Once we had both Garrett and Mache interested, we were off to the races. Mache created really great looking cleats and Garrett was excited. We also secured our footprint at the Jets stadium with a turtles VW Bus and had an activation on site.
Garrett Wilson's cleats were a huge hit garnering coverage all over both social media and media in general. Garrett himself posted his cleats and reposted a number of posts as well. He alone has more than 460K IG followers, Complex Sneakers shared his cleats to their 1M X and 1.5M IG followers. The designer of the cleats Mache posted to his 550K followers as well and his posts were picked up by numerous social accounts and sports and sneaker sites. Countless other sports websites, blogs and social media accounts picked up images and videos of Garrett wearing the cleats generating a ton of coverage for the film and for the cleats. Some of those outlets included Bleacher Report Gridiron, Bleacher Report Kicks, Nice Kicks, Nickelodeon among others. Generating a reach north of 20 million on social media alone was quite a feat and the coverage in the sports world was a resounding success. We couldn't have asked for anything more!
