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15-16806You wouldn’t call Green Bay Packers linebacker Clay Matthews a Fathead. But he is one. In fact, he’s one of the biggest selling decals for the Detroit-based graphics and decal company that has taken its NFL franchise and grown tremendously with life-sized decals of Eli Manning, Ben Roethlisberger, Adrian Peterson and others. But the Fathead business is growing into kids and entertainment licensing. It’s also becoming a customized business. For that growth, the brand has announced an innovative entry into the high school athletics market.

It’s called the Fathead’s High School Team Video Challenge. In its second year, the contest will challenge high school teammates to submit a video of 60 seconds or less demonstrating why their team most deserves a Fathead makeover. The team videos are submitted on Fathead.com and must be received by October 1, 2013. Fathead will choose five finalists whose fate will be determined by public vote. Voting closes on October 31, 2013. The victor will be announced on November 1, 2013.

“We feel the high school audience is the perfect fit for this video challenge because they are so social and we know they will have fun participating. For our overall business, high schoolers are as important to us as any other audience. We have customers or influencers of all ages,” says Molly McLeod, Marketing Project Manager. “The NFL has a share of the Fathead business much as it does of the American population. As our licenses have expanded over the years and the Fathead Custom Creations part of our business has grown, we’ve attracted an even broader fan base. We’ve also seen great growth in our kids and entertainment category in the past year or so.”

Last year’s winner, the Galesburg, MD Silver Streaks Girls Swim Team, crushed the competition with a savvy media awareness campaign that combined local media coverage, social media engagement and enthusiastic community participation.Each team member of the winning team will receive a custom die-cut vinyl Fathead, including extras for the school to display. Five custom vinyl murals of the winning team in action will also be provided to the school. In addition, the winning team will be featured on Fathead.com.

“While we want to directly reach high school students, we are hoping word of mouth will help increase awareness of the contest. We are getting the word about the Challenge through various channels,” McLeod says. “We sent an email blast to our database announcing the contest; we are posting on social media and running Facebook ads. The Challenge landing page is clearly displayed under our “Win Stuff” tab.”

On the NFL side of the business, the company adds more athletes every day. It is also sponsoring a Sideline Sweepstakes where entrants can enter for a chance to win 4 tickets and 4 pre-game sideline passes to see their favorite team. To enter, they collect 4 codes from packs of our 2013 NFL Tradeables and enter their codes online.

 

 

 

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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