There are more female football fans than ever and you better believe they came to play! We partnered with our sister agency G7 Entertainment Marketing as they set out to bring a brand like COVERGIRL into the male-dominated world of pro football. The consumer insight was that female NFL fans LOVED to show their team spirit, but didn’t want to look like one of the guys doing it. The nail art trend was hotter than ever, thus Nailgating and Fanicures were born.
We conceived and developed a mobile COVERGIRL manicure station to NFL games across the nation: Get ready for #Nailgating! Set up outside the stadiums to be accessible to both tailgaters and fans heading into the game, the COVERGIRL Nailgating stations painted custom NFL fanicures featuring teams colors and logos. Staffed photo opps and mani-cams allowed the fans to share their new #fanicures on social media, and traditional tailgating games like cornhole, and football target toss brought in prizing opportunities and gave the guys something to do while the girls got their nails done. Working with GPJ’s fabrication and graphics expertise, a repurposed shipping container was customized to serve as nailgating headquarters.
Over the 2013 season we gave out thousands of fanicures and COVERGIRL branded prizes to thrilled female NFL fans. The #nailgating and #fanicure hashtags drove almost 15 million impressions across the web and social media, and both ESPN and the Dallas Cowboys Cheerleaders stopped by the booth along with thousands of excited NFL fans.