We partnered with the Portland State University Viking Athletic Department to increase football game attendance for a team not currently winning and at a school not known for a love of sports. We needed to give students a reason to attend a game other than for a love of sports. We decided to create the shared culture the PSU community was so desperate for; a movement that would be both self-sustaining and self-evolving. We created a handbook to show students How To Be A Viking and offered a platform for expressing their interpretation. Together with our other partners, such as the housing department and recreation center, we offered new residents of campus housing a chance to explore all facets of what it means to be a Viking.

HOW TO BE A VIKING GUIDEBOOK & PASSPORT

How To Be A Viking outlines all the ways Vikingness can be expressed and places to do that. To get students to participate a passport is included that gives them stamps for activities. If they come to the game that week their stamps are entered into a drawing for a trip for two to Iceland. If they dress up as a Viking their chances of winning doubles.

HOW TO BE A VIKING WEBSITE & VIKING NAME GENERATOR

The campaign website is a digital version of the handbook. Based on the answers of a few Viking questions, the website generates every new Viking their own Viking name. 

VIKING HELMET MAKING PARTIES ARE THE GATEWAY DRUG TO A VIKING CULTURE.

POSTERS FEATURING REMINDERS OF EVENTS THAT EARN ICELAND PASSPORT STAMPS.

A SELFIE STATION MOVES AROUND PSU REMINDING ANYONE THAT SEES THESE PHOTOS WHEN THE NEXT GAME IS

SNAPCHAT FILTERS AVAILABLE AT EACH GAME

SCOPE:
MARKET RESEARCH, CONCEPT DEVELOPMENT, CAMPAIGN STRATEGY,
DESIGN, COPY WRITING, CLIENT PRESENTATIONS