Gildan New Mexico Bowl
Gildan has sought ways to stand out in a retail apparel market that has been dominated by two companies for decades. The brand is built on the “Every Thread Counts” platform that differentiates itself as a your favorite shirt in fun, memorable ways. Gildan needed an engagement strategy that extended this position, and asked MELT to upgrade its existing partnership within their ESPN properties, the New Mexico Bowl and the Charleston Classic, to create a program that drives awareness and excitement for the brand.
MELT developed a fully integrated campaign entitled “Favorite Things,” that furthered the favorite shirt conversation. Consumers were asked to share their favorite things via social in exchange for a chance to win a trip to their favorite things, like the ultimate vacation. The campaign was featured in radio, retail, OOH, digital and social communications. At the New Mexico Bowl fans were provided with an experience to ensure that the trip instantly became one of their favorite things. This included experiential interactive opportunities for instant wins, free products that are sure to become fan favorites, and additional chances to win when they shared their experience.
The program was a smashing success. The campaign, which had a fraction of the marketing support of their competitors, generated a total of 28 million impressions. Even better it generated seventy-five thousand entries from consumers who wanted to interact with the brand. At the New Mexico Bowl over 50% of all game attendees visited the Gildan activation. The brand gave thousands of fans their new favorite shirt, and generated thousands of new leads sure to become brand advocates.