Green & White Campaign

The New York Jets' "Green & White Day," a 2024 nominee for Best Brand Experience or Activation at the Hashtag Sports Awards, was a multi-platform initiative to drive fan engagement and build excitement for the season opener. The campaign's objective was to create a memorable and immersive event that resonated with a modern, digitally savvy audience. It strategically blended a text-to-win sweepstakes on the team website, real-time social media giveaways, and a highly anticipated, limited-edition merchandise drop to create a sense of community and exclusivity.

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The campaign's success in driving fan interaction through these digital and social media wins demonstrated a new benchmark for "Excellence in Engagement." The quick sell-out of the exclusive merchandise collection, with an 85% sell-through in six hours, and 11,000 shares on social media in one day, showcased the power of multi-channel marketing. By integrating digital and physical experiences, "Green & White Day" effectively amplified the team's presence and fostered a strong connection with its fanbase, serving as a model for innovative and integrated strategies.