And Welcome to the Jam
Modelo has been the beer for Full-Time fans for a few years. Finally stepping into the NCAA basketball space, we combed a partnership with an iconic basketball lifestyle brand and a compelling retail activation that drew in massive engagement.
Basketball’s leading lifestyle brand SLAM was the clear choice to partner with. Creating limited-edition merch, localized drops with partner teams, and an experiential watch party for the Final Four.
For the retail activation we partnered with DraftKings, the leader in fantasy sports. Building a branded game connected to live moments of the tournament. Connecting back to our Full-Time Fans platform, Modelo rewarded every basket - with every one increasing the prize pot. With entry points via in store point-of-sale, the DraftKings app, and social targeting, participants could enter for daily cash prizes as well as aim for the final grand payout.
Ultimately, the Full-Time Fans challenge generated 4x the engagement as a standard bracket takeover. The Slam Collaboration generated 20.5 million impressions and 6.25 million video views across social.
Is it really a sports program without making over a dozen versions of the same visual?