The Philadelphia Eagles—What Brotherly Love Truly Means
Konstantinos Psimaris, Digital Creative Director
Elizabeth Kalbach, Video Editor
Chris Lee, Lead Motion Designer
Shannon Slusher, CEO and Principal
John Campanella, Group Director of Client Services and Principal
Max Paolucci, Lead Video Editor
Elliot LeBoeuf, Senior Copywriter
Chief Creative Officer
Darryl Cilli, CCO and Principal
Chief Creative Director
Jim Walls, Group Executive Creative Director and Principal
Associate Creative Director
The Philadelphia Eagles have long reigned in a city where sports—and football in particular—is king. The rich and storied history of the team is undeniable, and it has long been part of the fabric of the city and the lifestyle and tradition of Philadelphia. This has been evidenced through generations of fan support, sold-out game attendance, a lengthy wait list for season tickets, and a “through good times and bad” mentality.
The team has long fed off of the passion of its loyal fans. But heading into the 2013 season, on the heels of disappointing losses in recent years, the connection between the team and Philadelphia had become strained. And even with a new coaching staff in place and a roster full of talented young players, Eagles fans were tentative. They needed to reconnect in a meaningful way.
To undercut the uncertainty and prime Eagles Nation for a new, exciting season, Philly-based branding agency 160over90 adopted a ‘Tough Love’ brand stance, likening the bonds between city and team to those of family members.
The season kicked off with a nationally televised ‘Brotherly Love’ commercial, narrated by The Wire actor John Doman, that illustrated the symbiotic relationship between the team and the fans. The video was housed on a newly created microsite, flyeaglesfly.com, and quickly went viral, generating hundreds of thousands of views in a matter of days. This would become the 2013 anthem for the Eagles, setting the tone for a season that would be anything but ordinary.
During the season, to energize audiences before rivalry games, 160over90 created short hype videos that lived on the Eagles Facebook page. The agency also capped off big victories with custom videos, created and launched online within hours of each win. Fan engagement was at an all-time high after the December 8 Snow Bowl game, when the ‘Winning in a Winter Wonder Linc’ video generated more than 2.5 million interactions overnight.
To effectively bookend the 2013 campaign, 160over90 again tapped John Doman for a second anthem piece, ‘Crashing the Party,’ which was written, recorded, and cut in the hopes that the Eagles would make the playoffs. When cornerback Brandon Boykin made the interception that defeated Dallas, in Dallas, all of Eagles nation celebrated the playoffs berth via the video.
Honest, raw, and unfiltered, the ‘Tough Love’ brand campaign cracked the region’s cultural code and struck a nerve with one of the most fickle fan bases in professional sports.
The measure of success for this effort was to change the conversation, and prompt the fans and the city to re-embrace the team once again. Critical metrics related to video views and shares, the growth of Eagles social media channels, and social engagement.
The campaign earned: • 110,000,000 impressions • 1,365,000+ ‘Brotherly Love’ video views • 750,000+ #FlyEaglesFly mentions • 27% increase in Eagles Twitter followers • 10% increase in Eagles Facebook fans • Celebrity social shout-outs from ESPN, The Roots, and more
And as a result, the Eagles saw 100% sellout in both season tickets and premium tickets (with an increased velocity of renewals).