American Family Insurance challenged IdeaQuest to help them drive brand awareness and lead generation in the state of Wisconsin, where they are headquartered. During this time, the Green Bay Packers was looking for the right partners to build out their new East Atrium Gate, which would serve as the main entrance to Lambeau Field, the team’s pro ship and include a 60-foot steel Lombardi Trophy. IdeaQuest brought the opportunity to American Family and acting as their agency of record, finalized a category exclusive 10-year partnership.
As the“Official Insurance Partner of the Green Bay Packers”, American Family received naming rights to the new gate and received entitlement to DreamDrive - an enhanced bike tradition from the Lombardi era held during Training Camp. Below showcases a few campaigns that I was responsible for negotiating agreements, managing the activation and overseeing the measurement efforts.
01 - DreamDrive
Enhancing The Tradition with AmFam
American Family Insurance joined forces with the Green Bay Packers to elevate a storied tradition of players riding children's bike to practice during Training Camp. While this tradition dated back to the Lombardi Era, there was no official name until American Family Insurance introduced DreamDrive. I was part of the team who brought this vision to life and helped turned this special tradition into a true experience during Training Camp.
02 - Tunnel Cover
AmFam Takeover at Lambeau Field
The Green Bay Packers had never put a brand on the top of its tunnel cover at Lambeau Field. American Family Insurance logo was already on their facades and when the top tunnel position became an available asset in 2021, I was responsible for evaluating the opportunity. Ultimately, I negotiated and finalized a multi-year deal for American Family Insurance to takeover the top of their tunnel.
03 - DreamZone
Chalk Talks with Coach McCarthy
Connected to DreamDrive, American Family Insurance created DreamZone - a free experiential fan zone that ran during Training Camp. I was responsible for helping to bring talent for bespoke programming including "Chalk Talks" with Mike McCarthy, Antonio Freeman and Mark Tauscher. The Players Tribune, in conjunction with their partnership with American Family Insurance, live streamed the Chalk Talks in 2016.