Power of 12

To The Power of 12

Seconds to score a safety in the first half =

Seconds to score a TD in the second half =

Super Bowl 48…4 + 8 =

Seahawks scored43 points.

4 x 3 =

Number of playoff wins in Seahawk franchise history =

Seahawks score 43 points …

4 x 3 =

Russell Wilson’s total passing yardage was 206 yds.

(Seattle’s area code)

and 2 x 6 =

Minutes left in first half when MarshawnLynch scores TD =

On Saturday prior toSuper Bowl XLVIII, Walter Jonesentered the NFL Hall of Fame

after playing for the Seahawks for years

With Super Bowl XLVIII \Peyton Manning has

playofflosses.

The Seahawk victory parade was held on 2/5/14

2 + 5 + 1 + 4 =

The Seahawks retired

jersey number 12 tohonor the 12th Man in the

12th month of ’84.

8 + 4 =

Century Link Stadium isyears old

VP & CMO

PEMCO Mutual InsuranceSeattle, Washington

Past Chairman &

Current Board Member

WOMMA

@NW_Mktg_Guy

Rod Brooks

Four.

Billion.

Dollars.

source | Advertising Age (2011)

Voice of the

customer trumps

voice of the

brand

We’ve moved…

From the age of interruption to

the age of engagement.

From a passive consumer to

an active consumer.

Supercharged Seahawk Fans

The Background

To be it on the

outside you have to

live it on the inside.

The Background

The Moment

The Opportunity

To engage…

or to sit this one out?Really? No way!

• Integrity

•Responsibility

•Courage

• Integrity

•Responsibility

•Courage

Concept Planning

NFC Champs plus 5 days Jan 19-24

Supercharged Fan Signings

Jan 24-28

Maiden Flight - Seattle

January 30– Oct. 25

Victory Parade

February 5

Super Bowl Weekend

Feb 1-2

The Implementation

#12banner Memorialized

Opening Day –Sept. 2014

days from concept to flight!Continued buzz extension into 2014 season.

The Plan

Fast & decisive

• 1200 or 12,000

• One or a dozen

• Own or rent

• Join or create

The Plan

Use what we knew.No time to

build new muscle!

The Plan

• Established social platforms

• Paid, earned & owned media

• Face to face events

• Existing & new relationships

The Beginning

The PEMCO Team

#12banner

source | Nielsen study (August 2010)

The Press

Earned Media Value

$105,000

source | Nielsen study (August 2010)

The Press

Earned Reach

16,500,000

The WOMM

The Advocates

• Integrity

•Responsibility

•Courage

The Metrics of Success

Twitter Mentions:1,227

Virtual

Signatures

15,377Total

Signatures

1+ mmSocial

Impressions

14,150Event

Signatures

6,379Unique

Visitors

600%Increase in

Web Visitors

855#12banner

Engagements

+ =

Record Traffic

• Integrity

•Responsibility

•Courage

The Lessons Learned

• Scale downward. Think global. Act local.

• Amplify internal spirit & pride. Be courageous!

• Go with what you know. Be prepared.

• Do something! Ready. Fire. Aim. Adjust.

• Communicate openly

and frequently.

• Leveraging what exists

can trump creation.

• Offline WOMM matters!

WOMM 101

To The Power of 12

Thank

You

To The Power of 12

GoHawks

@NW_Mktg_Guy

#12banner

Power of 12

Marketing

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