Tailgate Fest Experience

Miami, July 2014

“ The game is nothing, the tailgate is the main reason for us to be there” Homer Simpson

Currently: Tailgating is the traditional way to spend your time prior to and during football games.

People regularly are on the Sun Life property several hours before kick-off time.

NFL Schedule has changed so now we have Saturday, and night games.

The stadium only offers the parking lot, where tailgaters are in charge of bringing all they need (beers, food, tents, music, TV) for gameday.

Since 1993, ESPN and other broadcasters have been using Tailgates as an opportunity to engage brands and consumers.

Create a unique and powerful experience where fans and brands can interact while the fans enjoy a new, advanced way of tailgating. Positioning the Sun Life Stadium as a leading brand in Entertainment. Generate buzz among all football fans, Through word-of-mouth and the Internet

What Do We Want to Achieve?

Create a unique and powerful experience where fans and brands can interact while the fans enjoy a new, advanced way of tailgating. Positioning the Sun Life Stadium as a leading brand in Entertainment. Generate buzz among all football fans, Through word-of-mouth and the Internet.

What Do We Want to Achieve?

Make the people feel special, and have them enjoy our new way of tailgating.

Create a WOW factor around the way we tailgate, and attract people who originally didn't tailgate to our event.

The Challenge

Keep things simple, but bring new life into every contact point.

Give the brands (current and new sponsors), a new channel or way to interact and engage with consumers.

How are we going to do it?

Bring together rookie cheerleaders to perform a 2-minute routine, executed every 15 minutes at different spots of the parking lot facilities.

The Rookies Show

An AC tent where people can comfortably watch the pre-game-post, will also including a DJ and a huge screen to project the game.

VIPLOUNGE

Set up several BBQ sets where the fans can bring their food and prepare it. (Like in the public parks)

BBQSPOTS

Serve beers and soft drinks at a very convenient price compared to the inside of the stadium.

MobileBars

Sets of traditional tailgate games such as corn hole, throw and receive, horseshoes, and a kick off contest, which will be sponsored and coordinated by professionals.

Tailgategames

Live feed of what’s happening, broadcast live on TV, the stadium screens, and the radio, with a host/hostess including an anchorman with interviews.

Tailgatechannel

(Next to the lounge) Depending on the date, host a mini concert with local bands, a beauty pageant (Miss Tailgate), arm wrestling contest, and a narrators contest.

HalftimeShow

For the people to enjoy the experience of the game while they tailgate, free of charge

wifihotspot

For the people to enjoy the experience of the game while keeping cool and protecting their skin free of charge.

mist &sunblockstation

More sponsors and advertisers = more money

Differentiation and appreciation from the fans and community

Awareness of continuing to innovate and lead the NFL

For the organization

New ways to interact with consumers

Less expensive ways to engage with the Dolphins franchise

Opportunity to create trials and customized activities related to the brand

For the brands

Excitement about going to the game early

New ways to make the game fun

Deepen the sense of belonging and feeling of loyalty for the Dolphins

For the fans

Let’s make another Dolphins first down out of this

Miami, July 2014