The Minnesota Timberwolves unveiled a brand new campaign, called ‘Raised By Wolves’, on 23 December to unleash a new team attitude and generate buzz around the start of the 2020-21 season.
The campaign was conceived and created by the team’s Minnesota-based creative and media agency of record Fallon in collaboration with Timberwolves executives, coaches and the players themselves and aims to focus on the team’s tight-knit community and the organisation’s philosophy of collaboration, collective strength and drive.
The NBA franchise’s marketing push revolves around a team anthem which showcases team talent and is backed by Big Sean’s ‘Wolves’ featuring Post Malone with voice work from Minnesota-born rapper Dessa.
Supporting the spearhead spot, the campaign also included social and digital content and out of home executions (including a billboard above the iconic First Avenue nightclub which is across the street from the team’s Target Center arena).
New season.
New look.#RaisedByWolves wallpapers for your lock screens. pic.twitter.com/NZbOA3JfFq— Minnesota Timberwolves (@Timberwolves) December 23, 2020
The campaign launch was timed to leverage the Timberwolves’ first regular season game which aired on Fox Sports North.
“Raised By Wolves establishes an identity and powerful energy that resonates on court and in culture,” said Timberwolves and Lynx CEO Mike Grahl. “Our team, our fans, and our community share a pack mentality and with this campaign, our untamed spirit and love for the hunt and the hustle are reflected in this anthem.”
“Raised By Wolves is about being part of this team and this state and this community. One part badge of honor; one part chip on shoulder,” added Fallon CEO Rocky Novak. “We have been fans of this team for a long time, and it’s an honour to be their partner at a particularly exciting moment in franchise history.”
Comment:
This is a fierce, fast-paced, and undeniably energetic brand campaign. Whether the team will match up to the marketing remains to be seen. But its two wins and five defeats start to the new season doesn’t look good.
The season opening campaign is the first full Timberwolves campaign led by Fallon: the agency was brought on board in 2020 to rework the team’s strategic positioning and the new work marks the start of a season-long campaign.
The agency, which is also handling the media planning and buying, actually made its team marketing debut on draft day (at which the team had the 2020 Number 1 Draft Pick – Anthony Edwards) with a stunt that saw Timberwolves’ mascot ‘Crunch’ arrive on the doorsteps of select season ticket holders.
Crunch, along with other members of the Wolves, surprised five season ticket holders in the Twin Cities with an ‘Ultimate Draft Party Drop’ which included a 55-inch TCL TV, a $100 Target gift card, plus a $100 gift card and draft snacks from Hy-Vee, as well as a package of Wolves merchandise.
Links:
Minnesota Timberwolves
https://www.nba.com/timberwolves/
Fallon
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