CASE STUDY: NORTHWESTERN MUTUAL

Fans Dance Through the College Football Playoffs

Program Overview

When the Rose Bowl Game established itself as one of the six host bowls in the College Football Playoff in 2015, Northwestern Mutual was there to help usher the prestigious New Year’s Day classic into a brave (and long-awaited) new era, signing on to become the game’s presenting sponsor through 2020.

First, in need of off-the-field support with Corporate Hospitality—and then with Event Services, Consulting & Research and PR in 2018—Northwestern Mutual has relied on rEvolution to provide its best-in-class services to match the scale and pageantry of “The Granddaddy of Them All.”

WCWS Chicago Logo

Our Role

Corporate Hospitality

For the 2015 Rose Bowl, Northwestern Mutual turned to rEvolution to develop and execute a world-class hospitality event. Now four years into the partnership, rEvolution has established itself as a vital element for the success of Northwestern Mutual’s Rose Bowl experience. Each year, Northwestern Mutual hosts its top performing financial advisors from across the country for an unparalleled Rose Bowl week experience in and around Pasadena, all created, of course, by rEvolution.

Touchdown Dance Experience and Rose Room

After three years of Corporate Hospitality at the Rose Bowl Game, Northwestern Mutual looked to expand its reach in 2018 with the Northwestern Mutual Touchdown Dance Experience and Rose Room.

The Touchdown Dance Experience was a single-day activation set up outside of Rose Bowl Stadium that gave fans the chance to show off their best touchdown dance moves in front of friends, family and social media followers. In front of a real-life crowd in the background, fans were recorded for 10 seconds on a life-size football end zone, complete with Rose Bowl Presented by Northwestern Mutual branding. The clips, shot on a mobile Steadicam like those utilized on the field during the game, were made available to upload and share for free.

A massive success in Pasadena, the Northwestern Mutual Touchdown Dance Experience activated the following week in Atlanta at the 2018 College Football Playoff National Championship Game at Championship Tailgate Plaza.

Fans who shared their videos using #SpendLifeLiving were entered to win the Spend Your Life Living Vacation prize, which included airline, hotel and rental car gift cards to a vacation destination of their choice.

In addition to the Northwestern Mutual Touchdown Dance Experience, Northwestern Mutual also hosted the Rose Room, the two-day activation at the Parade of Roses Post Parade that allowed consumers to create a custom GIF to share on their own social platforms. Set in front of a fabricated backdrop with hanging roses in the foreground, fans had 13 photos taken simultaneously that were instantly combined into a GIF that fans could share using #SpendLifeLiving. A wildly popular activation, the Rose Room shot more than 1,300 GIFS over two days.

ON-SITE FAN ENGAGEMENT

ROSE ROOM GIFS

TOTAL MEDIA IMPRESSIONS

Our NCAA partnership is one of our largest sponsorships, and it is an integral part of our marketing strategy in the competitive financial services space. We rely on rEvolution, as our sports marketing AOR, to bring the partnership to life and ensure that both field and consumer stakeholders view Northwestern Mutual in a positive light.

Director of Partnerships & Activation, Northwestern Mutual

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