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A Legacy of Strength and Community
The Minnesota Vikings have a storied history in the NFL, with a fan base as tough as the Midwestern winters. Known for their resilience and spirit, Vikings fans have supported their team through ups and downs, creating one of the league’s most passionate followings.
When the Vikings approached Watson, they were seeking fresh ways to connect with their loyal fan base while building excitement for the future. For Watson, this project was more than an account—it was a homecoming. Matt Watson, Watson’s founder, fondly remembered working with Adrian Peterson during his Nike days. The chance to work with the Vikings brought back those memories and added a personal layer of excitement to the project.
Watson’s strategy combined the team’s rich history with innovative fan experiences. Campaigns celebrated Vikings legends, including Peterson, Fran Tarkenton, and Randy Moss, through videos, exclusive content, and themed merchandise.
On game days, Watson helped transform U.S. Bank Stadium into a hub of activity, with interactive pre-game zones, fan competitions, and live entertainment. The Vikings’ digital presence was also revamped, with personalized social media campaigns and new loyalty programs designed to reward fans for their unwavering support.
The Vikings saw immediate results. Event attendance grew by 18%, with fans citing the enhanced game-day atmosphere as a major draw. Social media reach expanded by 26%, thanks to the engaging content Watson developed. Merchandise sales increased by 20.5%, with retro-themed items becoming a fan favorite.
Matt Watson shared his personal joy about the project: “Working with Adrian Peterson years ago was a career highlight. Coming back to help the Vikings engage their incredible fans felt like completing the circle. And yes, we had a lot of fun managing accounts for both the Vikings and the Packers—it’s all part of the rivalry!”
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.
