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Company: The Houston Texans
Company Description: The Houston Texans are a professional American football team whose mission is to create and maintain the most respected and most valuable professional sports franchise in the world. Based in Houston, Texas and founded in 2002 by the late Robert C. McNair, the Texans not only seek for excellence on the field, but in business and community outreach.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Entertainment & Sports
 Nomination Title: Houston Texans: That Football Feeling
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Friday, July 30, 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 232 words used.
In 2021, the world was still reeling from the devastation of the COVID-19 pandemic. Americans were turning to entertainment to help ease their minds – even for a moment. For Texans, many turned to football. However, the Houston Texans were coming off a 4-11 season and fans were feeling the losses. To re-engage fans with the nostalgia of the game and build excitement for the upcoming season, the Texans marketing team was tasked with creating a year-long campaign that would transcend the outcome of on-field performance. The team began conducting research from Texans history and hosted three focus groups of diverse Season Ticket Members. Overall, we found that a fan’s love for the game is intangible. They find excitement in moments beyond the gridiron by tailgating with their friends, having a hotdog right before kickoff or watching their children experience a football game for the first time. From this research, it was clear our campaign needed to evoke traditions, emotions, and memories of our individual football experiences. It needed to inspire fans to remember why they love the game regardless of current wins or losses. It's the indescribable moments. That feeling of joy, adrenaline, relief, disbelief, and absolute excitement. It’s a miracle play. It’s your family knowing not to speak to you for the rest of the day after a loss. It’s hugging a stranger after a touchdown. It’s… That Football Feeling.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
Utilizing photography and team film, we used imagery that would evoke emotions for the game: fans cheering after a play or yelling after a tough call, players sweating to highlight intensity, prepping the turf with paint and children’s excitement seeing the Texans’ mascot TORO. Next, we turned to the logo. To help visually express the campaign, “That” and “Feeling” remained in the same font while “Football” was underlined to visually express how a fan could fill the center with their own feeling. Once vision and logo were complete, we launched before preseason with a 90-second hype video on all Texans digital platforms (website, social, mobile app, etc.) to educate our fans on the campaign. We then focused on NRG Stadium signage and overall content strategy. Signage appeared on stadium pole banners and hanging banners, large wall murals, concourse signs, electrical boxes, column wraps, and outside medallions. On gamedays, the campaign was also used in announcements, on giveaways, in TV and radio advertisements, and served as the hype video opener for every game. On the digital side, it was used as a hashtag in social posts, in e-newsletters, website banners, on the Texans mobile app, pocket schedules, printed ads, napkin dispensers, event invitations, etc. Anywhere we could, we included That Football Feeling. Our videography team produced a Texans TV special that aired at 10 p.m. on ABC 13. The special included emotional interviews with Houston Texans Chairman and CEO Cal McNair, current, active and former players, and Season Ticket Members.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 247 words used.
From the 1,700+ posts including That Football Feeling on all social platforms, 32% of fans had positive comments and 64% were ready to learn more. We acquired 60,000+ engagements and over 5 million impressions. We gave away branded helmet fans, t-shirts, cups, and pennants at events and games (75,000+ per game). We worked with our Team Shop to create custom t-shirts, which sold out by the end of the season. Additionally, custom-painted wine bottles were sent to 24 nationally recognized influencers like Lizzo, Travis Scott, and Simone Biles and a large gift box with gameday-themed items were sent to 26 local influencers like bloggers and TV and radio personalities. Our largest activation was the Season Kickoff Tour presented by Academy Sports + Outdoors. We branded a double-decker bus and toured Houston, Austin, and San Antonio with appearances by TORO, Cheerleaders, and former players. Fans received giveaways, popcorn, and could enter a contest for the chance to have the bus visit their requested location. The tour lasted 43 days and made a total of 30 stops on its route. Social coverage of the tour included 30 posts on social platforms reaching 500,000+ and a combined 65 posts from ancillary accounts totaling 321,000+ impressions. The contest generated 6,995 entries – 3,106 opted-in to hear more about season tickets. The Texans were proud to bring a year-long campaign that brought back the nostalgia of football for our fans regardless of wins or losses.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 76 words used.
Launch Video: https://www.houstontexans.com/video/it-is-that-football-feeling-x1520
Storyboard: https://static.clubs.nfl.com/image/upload/v1646868237/texans/gwzn29ko4h6a9yon4jly.pdf
Texans TV Special (Aired on ABC 13):https://www.youtube.com/watch?v=r2js8nnpdiU
Season Kickoff Tour Photos: https://www.houstontexans.com/photos/photos-that-football-feeling-bus-tour-presented-by-academy-sports-outdoors#966c22ee-1900-4d57-8edb-331724f3cd06
Season Kickoff Tour Video: https://www.houstontexans.com/video/thatfootballfeeling-bus-tour-presented-by-academy-sports-outdoors
Season Kickoff Tour Contest Winner: https://www.houstontexans.com/video/that-football-feeling-bus-visit
Simone Biles Reaction Video: https://fb.watch/bvEis3NBsK/
Gameday Hype Video: https://fb.watch/bvEpt_jGGH/
Training Camp Photos: https://www.facebook.com/HoustonTexans/posts/10158639906591314
Generic Post: https://www.facebook.com/HoustonTexans/posts/10158731949766314
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