The Challenge
At PK Network I got the opportunity to help revive the NY Cosmos under new team ownership in the NASL (North American Soccer League) and bring them to Brooklyn, New York. I had to promote the team and bring awareness that opening day was happening at MCU Park stadium and create awareness for the legendary soccer team's season games, game promotions, as well as other events happening throughout the season.
The Idea
Along with the marketing team, we developed an extensive campaign plan to promote opening day. We researched our target audience, soccer fans which a large share was the hispanic audience. Our plan included many traditional and guerrilla advertising tactics. We wanted to attract the demographic as much as possible so we came up with the idea to add a musical talent for the pre-game and halftime show.
A NYC Homecoming
The Details
We put together a lot of buzz for the event creating a lot of multi-lingual materials throughout the Tri-State Area. For opening day I created stadium signage as well as merchandise such as winter hats, traditional soccer scarfs and T-shirts featuring iconic Cosmos player Pelé as well as current players. We were able to book latin reggaeton star Farruko for the musical talent for the pre-game and halftime show, I created joint collateral with his team for the opening day concert.
The Details
We put together a lot of buzz for the event creating a lot of multi-lingual materials throughout the Tri-State Area. For opening day I created stadium signage as well as merchandise such as winter hats, traditional soccer scarfs and T-shirts featuring iconic Cosmos player Pelé as well as current players. We were able to book latin reggaeton star Farruko for the musical talent for the pre-game and halftime show, I created joint collateral with his team for the opening day concert.
the work
Below are some pieces developed for the campaign. Billboards, subway and bus ads, social media, TV spots, digital banner ads, field signage, flyers distributed in key soccer bars around the area, as well as promotions on the Coney Island boardwalk.
Stadium Signage
Billboards & Transit Ads
Social Media Promotions
TV Spot
Stadium Signage
Social Media Promotions
Billboards & Transit Ads
TV SPOT
additional work
We also promoted team announcement events featured on PIX 11 and News 12 which had the owner and players. I also worked to promote events at the Jacob Javitz Center to bring awareness to fans at the New York City Auto Show.
