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In nearly 30 years as a franchise, the Timberwolves have had more coachingchanges (13) than playoff appearances (8). Add in a history of selling false hopein their marketing efforts, and you have apathy, at best. Put simply, the Wolvesneeded to find a way to inspire everybody – both inside the organization andout – to adopt a new, shared mindset. And journey forward, together.
This stylish, authentically Minnesotan :60 TV spot helped launch a fully integrated campaign for the Timberwolves called "All Eyes North." Voiced-over by local hip-hop wunderkind, deM atlaS, the spot defines what “North” means and where the team is headed. And forgoes selling tickets for establishing a much-needed brand soul.
• Most successful brand launch in team history.• Home game sales up 20% over last year.• Pro shop merchandise selling out at record pace.• The Wolves now have the largest social media followingof any Minnesota pro sports franchise.• After years of apathy, “All Eyes North” has sparkeda new sense of belonging – and pride – within theorganization itself.