In 2015, as the Kansas City Chiefs prepared to face the Detroit Lions in London for the NFL International Series, we saw an opportunity to bridge two cultures: the Chiefs Kingdom and the United Kingdom. To bring this vision to life, I developed the #KingdomsUnite campaign—a social-first initiative that empowered fans to become creators and ambassadors.
At the heart of the campaign were Kingdom Cards: clear, custom-designed plastic overlays featuring iconic Chiefs imagery. Fans were encouraged to photograph these cards against London's famous landmarks and share their creations on social media using the hashtag #KingdomsUnite. This innovative approach transformed passive spectators into active participants, allowing them to merge the spirit of the Chiefs with the backdrop of London.
To distribute the Kingdom Cards, we organized public appearances with Chiefs cheerleaders throughout London and hosted an Instameet at The Admiralty in Trafalgar Square. Fans who shared the most compelling images were rewarded with tickets to the game, further incentivizing engagement. Kansas City Chiefs
The campaign resonated deeply, garnering attention from industry leaders and inspiring similar initiatives, including activations during the Pope’s North American tour and by The Second City in Chicago. More than just a marketing effort, Kingdoms Unite became a symbol of community, creativity, and cross-cultural pride.
The Results:
52,518 new followers across Facebook, Twitter, and Instagram
24,747 new Instagram followers (+7.25%)
Over 4,600 tweets and 266 Instagram posts using #KingdomsUnite
This campaign set a new standard for fan engagement in sports marketing, demonstrating the power of innovative, participatory experiences.
