Detroit City FC Owners Campaign
Being a professional sports team owner isn’t for everyone. Or is it?
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Detroit City Football Club had a challenge. In their first year of going pro, COVID created a major challenge to the club’s survival. Their solution? Sell shares in the team to the public. Our job was to put a spotlight on the initiative. We looked at the team, and its passionate, fun, loud, DIY spirit and thought of the one Detroiter who embodied all that – Iggy Pop. Reaching out, we got him psyched to be the lead investor and had him VO the launch video. We created social and outdoor extensions, encouraging people to “be an owner.” Just 150 hours after we launched – at the height of the pandemic’s resurgence – DCFC had sold out of shares, raising 1.2 million dollars and putting the team on secure footing for the future. We’ll only take partial credit for the campaign’s success. The rest goes to a great club, the most loyal fans on the planet. And Iggy.
Gold Effie 2021.
D Show Best of Show 2021.
D Show Black D / Integrated Campaign 2021.
D Show Silver / Social Media 2021.
