PROGRAM: Sears Ultimate Football Experience
MARKETS: 14 markets (NY, Pittsburg, Chicago, Atlanta, Dallas, Houston + more)
DURATION: 8 weeks
AGENCY: Sears Direct

When Sears created one of their biggest promotions of the year for their electronics department, they turned to Lime Media to create an engaging experience at football stadiums around the country. We created two high-tech vehicles that were a big draw at major events but flexible enough to hit retail locations and smaller events in key markets.

One vehicle was a 24′ glass box truck with five gaming kiosks where football fans played the new Madden 10 NFL game on X-box systems and 32″ HD Panasonic screens. There was also a 65″ HD screen featuring outtakes from the highly popular Sears commercial featuring future hall of fame quarterback Brett Favre.

The other truck turned into the portable stage where enthusiastic tailgate fans watched live HD content from ESPN on four 54″ HD screens, played the latest Guitar Hero game or sang karaoke with a concert-quality sound system.

To help drive traffic and expand the programs reach, two Brand Ambassadors rode custom Segways throughout the stadiums parking lots and surrounding areas distributing discount and instant win cards. BA’s at the display delivered the Sears brand message and distributed thousands of discount and instant win cards.

The program also incorporated a texting component so fans anywhere could get discount coupon on their mobile phone.

Winning Looks Better in High Definition

When the Sears “Ultimate Football Experience” kicked-off at the first NFL game of the season last September, people were amazed at how great everything looked on all the Panasonic HD screens. But nothing looks better to us than the Addy® Award for a Non-traditional Advertising Campaign this program won.

We saw a lot of great teams during the season, but no one was more impressive than our traveling Blue Crew (over 21 million impressions, actually). We racked up a lot of yardage (16,380 miles) and scored a lot of points with fans (we distributed over 95,500 discount cards). By the time we got to the Dallas Cowboys new stadium, we knew we definitely had the ultimate winner!