The Sounders Score with a Humorous Dating Campaign

The Seattle Sounders recently teamed up a local advertising firm named Wexley School for Girls to create a brilliant marketing campaign that is generating a notable amount of buzz around the team's Official Facebook page.

The campaign, entitled "Make a Date with a Sounder", serves as a humorous marketing ploy that introduces fans to the teams' players via mock dating profiles. The campaign features outdoor billboards, TV and radio spots, personal ads in newspapers (under the headline "Sounders Seeking Fans"), video dating profiles on Facebook, and more.

The heart of the "Make a Date with a Sounder" campaign will live on Facebook:

  • Six (6) Sounders players feature video dating profiles where they discuss their best qualities, hometowns, pets, hobbies, appearances, and more
  • Several Outtakes
  • Links to an Ebay site where fans can bid on a "Date with a Sounder", with proceeds benefiting five (5) of the Sounders' charity partners
  • Facebook ads will provide a list of dates and make-a-date links that drive fans directly to ticket sites

Check out an example of the Sounders players' video dating profiles below:

Check out the "Make a Date with a Sounder" campaign on the Sounders' Facebook page below:

Billboard of the Week - Seattle Sounders FC

Is your expansion franchise looking for new ways to build equity in the local marketplace? Are you looking for new ways to incorporate traditional elements in your messaging campaigns?

The Seattle Sounders Football Club, MLS' newest franchise, collaborated with Adidas to create a Scarf Seattle, a unique branding campaign that capitalizes on the tradition of fans bringing/wearing scarves to soccer games. To drive significant eyeballs for the campaign, the Sounders positioned a gigantic scarf billboard on an overpass to capture the attention of drivers passing by (as shown below). The Sounders are doing their part to decorate the city of Seattle with scarves in every way possible.

The team is supporting its scarf branding campaign by distributing inaugural season scarfs to its season ticket holders.