A Place for women in nba arenas
I created and led the This Is My Jam campaign for Lime-A-Ritas. The brand had gone through a crucial repositioning, switching from the “thot juice” (Twitter’s words, not mine) it was known for to a Ladies Night go-to. The team wanted a way to engage with the older millennial audience. After soul searching, researching, purchasing many a Ritas, This Is My Jam was born. The program celebrated the moment of throwback culture that we were in at the time: 90s athleisure by partnering with influencer designer shegotgame, throwback dance moves (this was the year of the reborn Running Man), and music. A partnership with the NBA—the first alcohol brand to specifically talk to women in NBA arenas—kicked of the 360 program.
To bring female fans closer to the sport they love, Lime-A-Rita's "THIS IS MY JAM" campaign aims to create meaningful connections between women and their favorite team through giveaways and one-of-a-kind experiences in the arena that will encourage fans to interact with Lime-A-Rita, and each other, in real time and through social sharing. This season, fans can look forward to a "THIS IS MY JAM" GIF booth on-site at Philips Arena, featuring a kaleidoscope backdrop for fans to capture their experience and share on social with the hashtag #MyJam.
