Las Vegas Raiders 

This brief was given to us by the strategy team at Arts & Letters 

Immortalizing Oakland as the (un)holy land of Raiderdom.

After 45 years, the Raiders were leaving Oakland for the second time to go to Las Vegas. Fans of the Raiders feel abandoned by their team. With the reputation of being the most infamous fans in NFL history, they are known for their fearful costumes and wild tailgates. While some are toning down their fandom, others are trying to move on. We found that the fans are more afraid of losing their culture & fandom than the team itself. So, to keep the Raider culture alive in Oakland, we created a sacred space for fans to practice their traditions and preserve Oakland's status as the (Un)Holy Land of Raiderdom.

Creative Brief | Communication Strategy | Activation

  • Joined Raider Nation Facebook groups and became friends with Raider fans (before becoming a huge fan myself)

  • Did a cultural deep dive of the impact of Raiders on Californian hip hop culture

THE PROBLEM 

Oakland fans feel like their team pulled a Judas on them. 

Oakland fans feel betrayed because after 45 years. their team had decided to trade their loyal fan base in exchange for a bigger, more modern stadium in Las Vegas. 

"They [The Raiders] are going to their glass castle with their white families of four and leaving their working-class, more diverse fans behind."

- Rob Rivera, Founder of The Black Hole fan page 

THE CHALLENGE

Convince Oakland fans that their fandom will always matter to the Raiders. 

THE TARGET  

Black Hole Super Fans 

  • Primary Target 

  • Season ticket holders to the Black Hole (the most intimidating part of the stadium) 

  • Treated as outcasts all their lives, but found their identity because of the Raiders

  • Wear elaborate costumes with black and white face paint & skulls-and-crossbones to become their fearsome alter egos 

  • Act as local influencers for other Raider fans

  • More likely to tone down their fandom 

Raider Nation 

  • Secondary Target 

  • Influenced by the super fans that sit at the Black Hole 

  • Finding their place in Raider Nation 

  • More likely to move on to support another team 

THE REALIZATION  

It’s not about losing the team, but about losing their culture & identity. 

When we asked fans what they were afraid of losing, they hardly ever brought up the game. Instead, they told us about how they were going to miss their game-day rituals, the other fans that had become family, etc. They were afraid of Las Vegas diluting their culture. The fans didn’t mind sharing their culture, but they wanted ownership of it. And that meant protecting the place where the culture originated i.e, Oakland. 

“Being a Raider is part of my lifestyle. What will I do on NFL Sundays now?”

- Reggie Orabuena

“It’s like losing our family, the people we went to every game with.”

- Scott Gongaware

THE STRATEGY

THE IDEA   

LOT 107 - A sacred space for Raider Nation reminding them that what happens in Vegas, started in Oakland. 

If Oakland is the (Un)Holy land of Raiderdom, then it needs to have a shrine that commemorates it. 

LOT 107, inspired by the most intimidating section of the stadium is a drive-in theatre where Raiders can congregate, practice their game-day rituals, and make new memories. It ultimately helps Oakland maintain its position as the mecca of Raiderdom. 

COMMS PLAN 

COMMS BARRIER #1 

The definition of Raiderdom is in flux, and OG fans worry Oakland will no longer have a place in it.

COMMS BARRIER #2 

Oakland fans show up, but they no longer have a place to practice their traditions.

COMMS BARRIER #3 

The NFL doesn't value Oakland fans' loyalty. They don't understand their role in the new Raiderdom.

COMMS TASK #1 

COMMS TASK #2 

COMMS TASK #3 

Tell Oakland residents their city will always be central to Raiderdom.

Show Oakland fans having a space to meet will preserve their traditions.

Make Oakland die-hards feel like the ultimate authorities on Raiderdom.

TACTIC #1

OOH Hymns

TACTIC #2 

The Christening 

TACTIC #3

Spreading the Gospel

OUT OF HOME HYMNS

The official hymn of Raider Nation is "Autumn Wind," a manifesto that describes the autumn weather of football season. We'd print this hymn and hang it in locations where Raider fans hang out around Oakland.  They would have QR codes with coordinates to LOT 107 and details on the launch.

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THE CHRISTENING

For the launch, we'd get celebrity Raiders fans like Guy Fieri and Ice Cube to christen LOT 107. Ice Cube would play at a pregame concert and Guy Fieri would host a food truck at a Raiders-style tailgate. We’d also unveil a shrine honoring Al Davis, who was the general manager of the Oakland Raiders for nearly 40 years. 

SPREADING THE GOSPEL 

Oakland fans are afraid that their culture will get diluted in Las Vegas. So, we would mobilize the Black Hole to spread Raiderdom through its apostles, the superfans. We would give them the opportunity to ride to Las Vegas in a motorcade of Mad Max-inspired trucks and show the fans there what it is like to truly be a Raiders fan.

MADE WITH

Thomas Freeman ( Co-Strategist )

Ali Weiner ( Co-Strategist)

MY PART

In-depth Interviews 

Social Listening

 

Identifying the Tension

 

Communication Framework

Deck Narrative