\n
Whether it was the back-to-back Super Bowl wins or the fact that half of one of the most beloved celebrity couples in the world was literally on their team, the Kansas City Chiefs seemed to count just about everyone and their mother as a fan by the end of last season.<\/p>\n
But that\u2019s not enough for the NFL champs, and this fall, the team has ambitions to cultivate an even larger, international fanbase, with points of engagement for everyone, regardless of age, location, or any other factor, Chiefs CMO and EVP of Marketing Lara Krug told Marketing Brew.<\/p>\n
\u201cWe have ambitions and dreams of becoming the world\u2019s team,\u201d Krug said. \u201cThat\u2019s what our North Star is. How do we make everyone around the world a Chiefs fan?\u201d<\/p>\n
Ahead of the team\u2019s kickoff game Thursday against the Baltimore Ravens, we spoke to Krug about how the Chiefs are engaging new fans as they come while maintaining the vibes and values that longtime Chiefs supporters have come to know and love.<\/p>\n
Tailgate time<\/h2>\n
For sports fans, there\u2019s nothing quite like seeing your favorite team play on their home turf, but for some Chiefs fans, who Krug said are increasingly from around the world, that\u2019s not always feasible. Last year, the Chiefs set out to connect virtually by hosting the \u201cWorld\u2019s Largest Tailgate\u201d at the start of the season.<\/p>\n
Tailgates are \u201cvery iconic to a Chiefs game and our stadium,\u201d Krug said, so by making the experience virtual, she hoped it would give new fans a glimpse at the team\u2019s values\u2014family, community, and fun\u2014and potentially convert more supporters along the way.<\/p>\n
More than a million people tuned into last year\u2019s livestreamed event, which was hosted by DJ\/producer duo Two Friends and featured other celebrities and influencers, from Saturday Night Live<\/em>\u2019s Heidi Gardner, who is from Kansas City, to Donna Kelce, mom to Chiefs tight end Travis Kelce. That was enough proof of concept, Krug said\u2014and this year, the Chiefs are running it back for their game against the Ravens.<\/p>\nThis year\u2019s event will be co-hosted by actor and comedian Rob Riggle and broadcaster Hayley Lewis, and it will feature live tailgate-themed games as well as prerecorded segments like AMA-style interviews with players. <\/strong>The second tailgate was designed with a younger audience in mind, Krug said, and the team plans to use content from the event to populate their social channels for weeks to come.<\/p>\n\u201cAt the end of the day, I believe that our social channels are really the entry point and the engagement point with consistency with our fans,\u201d she said. \u201cEach social channel is also very different in terms of what content works there.\u201d<\/p>\n
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Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
On TikTok, where the Chiefs are the most-followed team in the league, the content is \u201ca bit more fun, a bit more playful\u201d than on other platforms, Krug said, whereas on YouTube, the team posts feature more episodic content, as well as Shorts.<\/p>\n
In general, Krug told us the team\u2014and the NFL overall\u2014has been embracing \u201chelmet-off\u201d content in the past couple of years.<\/p>\n
\u201cThe fans want to get to know the players,\u201d she said. \u201cWe continue to obviously do our core game content\u2026But we\u2019ve certainly started to extend over the past couple years, and then accelerated over the last year, into much more lifestyle content.\u201d<\/p>\n
Hallmark era<\/h2>\n
The Chiefs\u2019 content slate is about to expand even more this year, when the team will be the subject of its very own Hallmark movie, Holiday Touchdown: A Chiefs Love Story<\/em>. It\u2019s about \u201ca die-hard Kansas City Chiefs fan and her family\u2026competing to win the team\u2019s Fan of the Year contest,\u201d per IMDB. There will be football, romance, and Donna Kelce, Krug said.<\/p>\nThere will also, ideally, be even more brand exposure to new audiences via Hallmark\u2019s fandom, Krug said. With themes of family and tradition, it\u2019s meant to be authentic to the team\u2019s longstanding values, too, she said. Hallmark, like the Chiefs, is based in Kansas City, making the partnership a \u201cperfect marriage,\u201d she added.<\/p>\n
Krug hinted that there might be some movie-related news at this week\u2019s tailgate. \u201cOur hope is to integrate some of the fun things that are coming out later this year\u2026Mama Kelce will be at the World\u2019s Largest Tailgate again, and she\u2019s obviously also in the Hallmark film, so there\u2019s a lot of fun ways that we are trying to create connections for fans all the way through.\u201d<\/p>\n
Throughout the upcoming season, Krug said she wants to stick to the team\u2019s values of \u201cwinning with character and uniting our fans\u201d while finding ways to jump on \u201cculturally relevant moments.\u201d The team is also increasingly leveraging fan data\u2014a developing theme in the sports marketing world\u2014from across platforms to reach its marketing goals, Krug said.<\/p>\n
\u201cWith so many new fans coming into Chiefs Kingdom, as we call it, we want to make sure that we\u2019re\u2026driving their love and consideration to hopefully come to a game and buy a ticket, or buy a piece of merch, by giving them more connection with who we are,\u201d Krug said.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Whether it was the back-to-back Super Bowl wins or the fact that half of one of the most beloved celebrity couples in the world was literally on their team, the Kansas City Chiefs seemed to count just about everyone and their mother as a fan by the end of last season. But that\u2019s not enough […]<\/p>\n","protected":false},"author":1,"featured_media":21498,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21497","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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