Reaching the Mainstream Sports Audience with YETI
In 2017, YETI wanted to work with a partner who could create authentic moments and tell stories in a very “YETI way.”
Backbone and YETI chose to connect the YETI DNA with Bleacher Report’s social community. Like YETI, B/R is focused on engaging fans through incredible stories with a human element. YETI and B/R achieved this goal by following NFL stars on their days off, highlighting their outdoor pursuits off the football field.
By combining B/R’s storytelling and connection to sports with YETI’s product and brand attributes, we engaged with the B/R audience and broadened YETI’s reach beyond the sportsman-focused target.
Eagles WR Torrey Smith is gearing up for Super Bowl LII, but he likes to spend his downtime on the water fishingFrom B/R x YETI
Posted by Bleacher Report on Tuesday, January 30, 2018
Nothing is guaranteed in the NFL, according to 49ers LB Dekoda Watson — just like with fly-fishing.From B/R X YETI
Posted by Bleacher Report on Thursday, February 8, 2018