The Kansas City Chiefs wanted to find a way to engage the London fan base and give them a reason to choose and showcase their affinity for the team. So to encourage people to spread red and gold throughout the city, the Chiefs created Kingdom Cards: Scenery-engaging plastic cards. With the cards, fans were encouraged to take bestpainrelievers.net at famous London landmarks and share on social media with the hashtag #KingsdomUnite. The cards came in packs of three and about 500 packs were distributed. The best of the best photos were featured on chiefs.com using Postano.
Finding our way around London just fine ? #KingdomsUnite >> https://t.co/4TiIWlYKwc pic.twitter.com/XS8rXkRMys
— Kansas City Chiefs (@chiefs) October 29, 2015
#KingdomsUnite #11 on top of Buckingham Palace. pic.twitter.com/Qflds5KIPl
— billchapin (@billchapin) October 30, 2015
Chiefs flag at Windsor Castle. #KingdomsUnite pic.twitter.com/V1MpqD0hIM
— Carol Gilmore (@CGerette) October 29, 2015
#KingdomsUnite The @chiefs may be in London and the @Royals in NYC but their fans are #worldwide #WorldSeries #NFLUK pic.twitter.com/ORgAJE01YO
— Hotchy Kiene (@hotchman) November 1, 2015
Even Moxie is excited for football at 6:30am. #KingdomsUnite #Chiefs #KCvsDET pic.twitter.com/5TyoqmpN3Q
— Josh Harrold (@HarroldWith2Rs) November 1, 2015
It feels a bit like a modern day Flat Stanley, doesn’t it? Anyway, I love this campaign from the Chiefs because it empowers fans to share. All too often we get caught up in pushing instead of cultivating a strong community. We don’t have to just tell our story ourselves. In fact, we shouldn’t. We should also empower our biggest advocates to do it for us.
Versions of this could be adopted in many different ways for teams: Distribute them with season ticket holders, include cards with away tickets, seed them with influencers, pass them out at community events, pass one out each game as a limited edition item, etc. The opportunities are endless!
The bottom line is this: Encourage and empower fans to share their passion.
Thanks to @jamesroyer for sharing this campaign with me! Be sure to follow the Chiefs on Twitter, Instagram and Facebook.
Thanks for reading!
