When Winnebago and World Champion baseball manager Joe Maddon hooked up for a multi-year deal, rEvolution saw an opportunity to make some noise. We survive on a steady diet of Chicago sports and authentic sponsorship connections, so conceptualizing, creating and launching the “Meet the Maddons” campaign with such an iconic motorhome brand in Winnebago was a no brainer. Combining two unique brands in Winnebago and Joe Maddon, coupled with rEvolution’s award-winning creative, media and PR services, the Meet the Maddons campaign (which launched in May ’17), has been an integrated effort with proven results to date (see updated numbers and behind-the-scenes photos below).
Partnering with Winnebago to create and produce Meet the Maddons* has given rEvolution the opportunity to fully integrate its award-winning services across multiple platforms. rEvolution’s creative team was challenged with crafting a campaign that reached a wider, younger audience for the motorhome brand—who better to call on than baseball managing, RV driving, glasses-wearing everyman Joe Maddon and his wife Jaye? We leaned on the Maddons’ natural charisma and RV knowledge to authentically carry out our vision for America to Meet the Maddons through a series of videos, social posts, Korked Baseball apparel and, of course, meetthemaddons.com.
From a PR push that garnered coverage in multiple industry outlets and featured spots on ESPN’s Sunday Night Baseball and Baseball Tonight, to the creative team’s production of the Meet the Maddons digital sitcom, and a sizeable online media buy, rEvolution pulled all its levers to maximize reach right out of the gate. Our role was to introduce a lifestyle easily achieved through Winnebago’s product line, while showcasing Joe’s gregarious personality. The result – the launch of a fun, youthful campaign that brings America’s pastime together with America’s relaxation time.
*Winner of two Silver Telly Awards for “Campaign: Business to Consumer and “Webseries: Comedy” / Finalist in the Creative Media Awards “Content Marketing” / Finalist in the Cynopsis Short Form Video Awards “Sports & Recreation – Series.”
Unique Social Media Impressions
…Each vignette ends with a quick roll of credits. The short segments show off the Winnebago in all its glory and combines with humor that feels both real and true-to-life. And that is what makes this campaign RAW (Reel Ad of the Week).