WASHINGTON’S LOTTERY / SEATTLE SEAHAWKS

FAN UP

Russell Wilson, beloved face of the franchise: gone. Bobby Wagner, perennial All-Pro linebacker: gone. So, how does Washington’s Lottery rally an entire fan base after that turnover? By asking them to Fan Up like never before through the first-ever fan draft. 

All teams go through roster changes, but what the Seahawks dealt with prior to the 2022 season left many of the fans devastated. Enter Washington’s Lottery, who teamed up with living legends Kam Chancellor and Cliff Avril to create the 12 Fan Draft. These two Super Bowl champs each captained a team of hardcore fans during the season, going above and beyond what was asked. The competition culminated with a few lucky contestants hearing stories from the Legends themselves.  

We used broadcast TV, social media, and radio to help rally the Seahawks 12s to Fan Up. 

THE SCOUT :30 tv

Calling all 12s! This broadcast spot, featuring Avril and Chancellor, got fans hyped up for the 12 Fan Draft. 

12 Fan Draft SocIal media campaign

Kam and Cliff kept the momentum going through a series of social shorts. 

12 fan draft

Only the most diehard Seahawks fans were rewarded with a roster spot on #TeamKam or #TeamCliff—and some of them even got to meet their heroes.