2. “ The game is nothing,
the tailgate is the main
reason for us to be
there”
Homer Simpson
3. Currently: Tailgating is the traditional way to spend your time
prior to and during football games.
People regularly are on the Sun Life property
several hours before kick-off time.
NFL Schedule has changed so now we have
Saturday, and night games.
The stadium only offers the parking lot, where tailgaters
are in charge of bringing all they need (beers, food,
tents, music,TV) for gameday.
Since 1993, ESPN and other broadcasters have been
using Tailgates as an opportunity to engage brands
and consumers.
4. Create a unique and powerful experience where fans
and brands can interact while the fans enjoy a new,
advanced way of tailgating.
Positioning the Sun Life Stadium as
a leading brand in Entertainment.
Generate buzz among all football fans,
Through word-of-mouth and the Internet
What Do We Want to Achieve?
5. Create a unique and powerful experience where fans
and brands can interact while the fans enjoy a new,
advanced way of tailgating.
Positioning the Sun Life Stadium as
a leading brand in Entertainment.
Generate buzz among all football fans,
Through word-of-mouth and the Internet.
What Do We Want to Achieve?
6. Make the people feel special, and have them
enjoy our new way of tailgating.
Create a WOW factor around the way we tailgate,
and attract people who originally didn't tailgate
to our event.
The Challenge
7. Keep things simple, but bring new life into every
contact point.
Give the brands (current and new sponsors), a new
channel or way to interact and engage
with consumers.
How are we going to do it?
8. Bring together rookie cheerleaders
to perform a 2-minute routine,
executed every 15 minutes at
different spots of the parking lot
facilities.
The
Rookies
Show
9. An AC tent where people can
comfortably watch the
pre-game-post, will also including
a DJ and a huge screen to project
the game.
VIP
LOUNGE
10. Set up several BBQ sets where the
fans can bring their food and
prepare it. (Like in the public
parks)
BBQ
SPOTS
11. Serve beers and soft drinks at a
very convenient price compared to
the inside of the stadium.
Mobile
Bars
12. Sets of traditional tailgate games
such as corn hole, throw and
receive, horseshoes, and a kick off
contest, which will be sponsored
and coordinated by professionals.
Tailgate
games
13. Live feed of what’s happening,
broadcast live on TV, the stadium
screens, and the radio, with a
host/hostess including an
anchorman with interviews.
Tailgate
channel
14. (Next to the lounge) Depending
on the date, host a mini concert
with local bands, a beauty pageant
(Miss Tailgate), arm wrestling
contest, and a narrators contest.
Halftime
Show
15. For the people to enjoy the
experience of the game while they
tailgate, free of charge
wifi
hotspot
16. For the people to enjoy the
experience of the game while
keeping cool and protecting their
skin free of charge.
mist &
sunblock
station
17. More sponsors and advertisers = more money
Differentiation and appreciation from
the fans and community
Awareness of continuing to innovate
and lead the NFL
For the organization
18. New ways to interact with consumers
Less expensive ways to engage
with the Dolphins franchise
Opportunity to create trials and customized activities
related to the brand
For the brands
19. Excitement about going to the game early
New ways to make the game fun
Deepen the sense of belonging and feeling of loyalty
for the Dolphins
For the fans
