See How Detroit Welcomed Football Fans with Community Pride
Produced by 160over90, the brand’s activation also included the Marriott Bonvoy House presented by Visa, where co-branded card members could redeem points to access a watch party.
Photo: Courtesy of 160/90
DETROIT—The 2024 NFL Draft presented by Bud Light was held April 25-27 in and around Campus Martius Park and Hart Plaza in Detroit.
This year’s event set the three-day attendance record, with 775,000 making their way to Motor City to take part in the weeklong festivities, breaking the record of 600,000 set by Nashville in 2019.
The economic impact of the draft should be between $150 million and $175 million, and might even exceed those figures, according to The Detroit News, but that’s still being calculated.
During the draft, fans and guests from organizations like The Trevor Project, Special Olympics, American Heart Association, and the USA Wheelchair Football League announced selections live at the event. Also, in recognition of the sport’s growing popularity around the globe, 20 picks were announced remotely from eight international markets. Fans and guests from Germany, Mexico, Spain, and Nigeria joined in to announce the selections.
In addition to a series of community events throughout Detroit during the week, the NFL also partnered with the city and local organizations through NFL Green, the league’s environmental program that works to mitigate the environmental impact of the league’s major events, including the draft. This year’s events included bringing tree equity to lower-income neighborhoods and developing a community garden with Michigan State University and Keep Growing Detroit.
Turf, fencing, set pieces, and other materials used for the draft are also being donated to local nonprofits, including Detroit Dog Rescue to help build the group’s spay and neuter clinic.
And for the first time, the league installed prayer halls at one of its major tentpole events in an effort to provide an inclusive experience for fans of all faiths. The prayer halls were designed and constructed by The Led Lion, a local Arab American-owned business.
At the NFL Draft Experience presented by Rocket Mortgage, fans were able to participate in interactive games, take photos with The Vince Lombardi Trophy, attend player autograph sessions and appearances, and more. As usual, brands like Courtyard by Marriott and P&G were on site engaging fans with creative activations and experiences.
Keep scrolling to see more from the 2024 NFL Draft…
Prospects took to the stage at the Draft Theater.
Photo: Courtesy of the NFL
Detroit Lions Fan Activation
Within the NFL Draft Experience, the Detroit Lions hosted their own 5,400-square-foot footprint featuring a variety of immersive experiences, photo opportunities, games, and giveaways.
Photo: Courtesy of the Detroit Lions
Fans walked through a replication of Ford Field’s graffitied tunnel out onto a small-scale football field, complete with fog machines, an announcer, and a video board livestreaming each walkout—just like the players’ entrances during Lions home games.
Photo: Courtesy of the Detroit Lions
Lions history was on display, including the evolution of the team’s jerseys leading up to the latest uniform that was revealed on April 18.
Photo: Courtesy of the Detroit Lions
Detroit Lions players and legends appeared on the stage within the space.
Photo: Courtesy of the Detroit Lions
A Zoltar machine featuring head coach Dan Campbell read the fortunes of guests.
Photo: Courtesy of the Detroit Lions
Fans were also able to put their hand-eye coordination to the test through games such as Reaction Relay, where they tried to hit as many lights on a game wall as quickly and accurately as possible within 30 seconds.
Photo: Courtesy of the Detroit Lions
Or they could play Lions branded Skee-Ball.
Photo: Courtesy of the Detroit Lions
There were multiple photo and video opportunities for fans, including the Play of the Game photo booth, which placed fans into a game-day atmosphere, and the Endzone Moments booth, where they could do their best end zone celebration or their best Detroit Lions cheerleaders dance.
Photo: Courtesy of the Detroit Lions
Fans could also get a temporary airbrush tattoo to rep One Pride, the nickname of the fan community.
Photo: Courtesy of the Detroit Lions
Fans could write home at a postcard station and pin a map indicating where they were traveling from.
Photo: Courtesy of the Detroit Lions
Rocket Mortgage
As part of an integrated effort concepted and produced by 160over90, Rocket Mortgage brought its Dreammate campaign to life with an interactive house build-out at the NFL Draft Experience.
Photo: Courtesy of 160/90
Consumers were able to check out exclusive sports memorabilia, interact with art installations, and snap photos with their Dreammate against backdrops.
Photo: Courtesy of 160/90
Every time the hashtag #RocketDreammate was used on TikTok or Instagram during the NFL Draft on April 27, Rocket Mortgage made a $10 contribution to Habitat for Humanity, up to $250,000.
Photo: Courtesy of 160/90
NFL Draft Inner Circle Presented by Courtyard by Marriott
The NFL Draft Inner Circle presented by Courtyard by Marriott was located inside the Draft Theater and featured branding across the footprint.
Photo: Courtesy of 160/90
Produced by 160over90, the brand’s activation also included the Marriott Bonvoy House presented by Visa, where co-branded card members could redeem points to access a watch party.
Photo: Courtesy of 160/90
P&G Draft House
P&G brands like Bounty, Gillette, Head & Shoulders, Old Spice, and Tide were showcased at the first P&G Draft House presented by Meijer to provide NFL prospects with the essentials. Pictured: Dallas Turner prepares with Old Spice.
Photo: Aaron Thornton/Getty Images for Procter & Gamble
Proto
Holographic communications platform Proto beamed No. 1 pick Caleb Williams as a hologram live from Detroit to Soldier Field in Chicago to meet fans. The company also beamed the Bears’ No. 9 pick, Roman Odunze.
Pooja Van Dyke, the Bears’ director of digital media, told Sports Business Journal that the team held Zoom calls for past draft watch parties. But for this budding new era, with a potential franchise-changing combo of QB and WR, the team wanted to match excitement with what she called a “big swing” on the meet-and-greet experience.
Photo: Courtesy of Proto
USAA’s Chalk Talk
160over90 handled USAA’s Chalk Talk event, hosting 100 members of the military community at HopCat in midtown Detroit on the first day of the draft with NFL wide receiver Amon-Ra St. Brown.
Photo: Courtesy of 160/90
Draft Day in the D
The city hosted a three-day celebration across its downtown parks, all within walking distance of the NFL Draft event site. It featured large screens showing the draft; Bud Light beer tents; local food vendors; Detroit artists, musicians and entertainers; interactive art installations; cigar rolling; and daily cornhole tournaments.
Photo: Courtesy of Downtown Detroit Partnership
