The Seahawks went to Super Bowl XLVIII and the team at PEMCO Insurance went to work. We created a highly engaging and visible social experience in just 12 days from start to finish and joined the conversation of the Supercharged 12th Man. Supercharged Seahawk Fans... You're One Of Us!

1. To The Power of 12
Seconds to score
a safety in
the first half =
Seconds to score
a TD in the
second half =
Super Bowl 48…
4 + 8 =
Seahawks scored
43 points.
4 x 3 =
Number of playoff
wins in Seahawk
franchise
history =
Seahawks
score 43 points …
4 x 3 =
Russell Wilson’s
total passing yardage was 206 yds.
(Seattle’s area code)
and 2 x 6 =
Minutes left in first
half when Marshawn
Lynch scores TD =
On Saturday prior to
Super Bowl XLVIII, Walter Jones
entered the NFL Hall of Fame
after playing for the Seahawks
for years
With Super Bowl XLVIII
Peyton Manning has
playoff
losses.
The Seahawk
victory parade was
held on 2/5/14
2 + 5 + 1 + 4 =
The Seahawks retired
jersey number 12 to
honor the 12th Man in the
12th month of ’84.
8 + 4 =
Century Link
Stadium is
years old

2. VP & CMO
PEMCO Mutual Insurance
Seattle, Washington
Past Chairman &
Current Board Member
WOMMA
@NW_Mktg_Guy
Rod Brooks

3. Four.
Billion.
Dollars.
source | Advertising Age (2011)

4. Voice of the
customer
trumps
voice of the
brand

5. We’ve moved…
From the age of interruption to
the age of engagement.
From a passive consumer to
an active consumer.

6. Supercharged Seahawk Fans

7. The Background
To be it on the
outside you have to
live it on the inside.

8. The Background

9. The Moment

10. The Opportunity
To engage…
or to sit this one out?
Really? No way!

11. • Integrity
• Responsibility
• Courage

12. • Integrity
• Responsibility
• Courage
Concept
Planning
NFC Champs
plus 5 days
Jan 19-24
Supercharged
Fan Signings
Jan 24-28
Maiden
Flight - Seattle
January 30– Oct. 25
Victory
Parade
February 5
Super Bowl
Weekend
Feb 1-2
The Implementation
#12banner
Memorialized
Opening Day –
Sept. 2014
days from concept to flight!
Continued buzz extension into 2014 season.

13. The Plan
Fast & decisive
• 1200 or 12,000
• One or a dozen
• Own or rent
• Join or create

14. The Plan
Use what we knew.
No time to
build new muscle!

15. The Plan
• Established social platforms
• Paid, earned & owned media
• Face to face events
• Existing & new relationships

16. The Beginning

17. The Beginning

18. The PEMCO Team
#12banner

19. source | Nielsen study (August 2010)
The Press
Earned Media Value
$105,000

20. source | Nielsen study (August 2010)
The Press
Earned Reach
16,500,000

21. The WOMM

22. The WOMM

23. The WOMM

24. The Advocates

25. The Advocates

26. The Advocates

27. • Integrity
• Responsibility
• Courage
The Metrics of Success
Twitter Mentions:
1,227
Virtual
Signatures
15,377
Total
Signatures
1+ mm
Social
Impressions
14,150
Event
Signatures
6,379
Unique
Visitors
600%
Increase in
Web Visitors
855
#12banner
Engagements
+ =
Record Traffic

28. • Integrity
• Responsibility
• Courage
The Metrics of Success
Twitter Mentions:
1,227
Virtual
Signatures
15,377
Total
Signatures
1+ mm
Social
Impressions
14,150
Event
Signatures
6,379
Unique
Visitors
600%
Increase in
Web Visitors
855
#12banner
Engagements
+ =
Record Traffic

29. • Integrity
• Responsibility
• Courage
The Lessons Learned
• Scale downward. Think global. Act local.
• Amplify internal spirit & pride. Be courageous!
• Go with what you know. Be prepared.
• Do something! Ready. Fire. Aim. Adjust.
• Communicate openly
and frequently.
• Leveraging what exists
can trump creation.
• Offline WOMM matters!

30. WOMM 101

31. To The Power of 12
Thank
You

32. To The Power of 12
Go
Hawks
@NW_Mktg_Guy
#12banner