CASE STUDY: U.S. BANK X VIKINGS

Role: Creative Direction, Art Direction


Project: U.S. Bank 2021 Fan Kit for Vikings

Location: Minneapolis, MN

Time: September 2020


THE ASK: U.S. Bank is the title sponsor of the Minnesota Vikings football team. Normally their sponsorship takes the form of experiential events in and around the U.S. Bank Stadium, however, in 2020 the Covid-19 pandemic required fans to remain home. In light of this, U.S. Bank thought the fans could use a taste of the stadium and GMR created fan kits for all 3000 season ticket holders.


THE SOLUTION: The Fan Kit consisted of several physical items and several digital interactions. the goal of the items and experiences was to remind fans of stadium experiences from spiked coffee to the pre-game music and call of the Gjallarhorn. These were selected to be fun and family friendly. The box contained a coaster from a local Minneapolis vendor, a 100 piece puzzle of the interior of the stadium, several recipes for in-game fan favorites, a link to a Spotify playlist curated by DJ Skee (the in-stadium DJ), and some fun decals that supported existing Vikings online fan engagements including their celebration of 60 seasons. The timeline to execute the fan kit was very tight, balancing the unknowns of Covid restrictions (learning fans would not be in-stadium until late July) with Vikings season (aiming for an early October bye week rollout) and working with several vendors and the approval of the NFL.