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Calling Oakland Home
Before their move to Las Vegas, the Raiders were the heart and soul of Oakland. Known for their gritty style and fierce loyalty, the team had a fan base unmatched in passion and devotion. But as the conversation about relocation loomed, the Raiders faced a unique challenge: how to honor their deep roots in Oakland while continuing to build lasting fan loyalty.
This wasn’t just a branding exercise—it was about preserving the identity of a team that meant so much to the community. Watson stepped in to help the Raiders craft a campaign that paid tribute to their heritage and brought fans closer to the heart of the team.
Watson created a comprehensive loyalty platform that went beyond traditional marketing. The campaign, titled "Calling Oakland Home," celebrated the team’s history and iconic athletes, such as Bo Jackson, Howie Long, and Ken Stabler. Video productions and photoshoots captured the raw energy of Raider Nation, while community events invited fans to relive classic moments and connect with the team.
The loyalty platform rewarded fans for engaging with the Raiders both online and offline. Points were earned through participation in events, merchandise purchases, and digital challenges. Exclusive content, such as behind-the-scenes footage of the campaign and personal stories from Raiders legends, reinforced the connection between the team and its fans.
The campaign was a resounding success. Fan participation in events surged by 27%, and digital engagement increased by 24%, with fans embracing the chance to celebrate their connection to the team. Merchandise sales tied to the loyalty program grew by 22%, highlighting the enduring appeal of the Raiders’ legacy.
One Watson creative director shared a personal connection to the project: “I grew up watching Bo Jackson defy physics on the field. Getting to design a campaign that celebrated that era and the fans who lived it? That was a dream come true. Raider Nation is special, and this project reminded us all why.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
