St. Louis Rams Unveil Kid-Focused Marketing Campaign For 2013

Posted Aug 8, 2013

- Rams campaign targets families, features local children –

ST. LOUIS – The St. Louis Rams have unveiled their 2013 marketing campaign “More Game Than Ever” featuring local children resembling the likes of Rams players Sam Bradford, Chris Long, Cortland Finnegan, Greg Zuerlein and Tavon Austin.

Each of the spots begins with a local youngster serving as a young version of the Rams player and displaying some of the characteristics that enabled him to excel at the game of football.  The spots culminate with game highlights once he has grown into a professional football player.

“Our vision for this campaign was to be an authentic reflection of the St. Louis Rams both on and off the field,” said Rams vice president of marketing and brand strategy Brian Killingsworth. “On the field, we are on pace to be the youngest roster in the NFL for the second consecutive season, so we wanted our campaign to reflect the fun and exuberance of our players while capturing the passion and swagger of an ascending team.  Off the field, we are focused on developing young fans. By merging those two elements, we feel like we have created a unique campaign that highlights our community’s NFL team in an entertaining and memorable way.”

The commercials were shot at North Glendale Elementary, and the children featured in the spots were local kids who recently attended football camp at the newly unveiled Rams Training Academy in Chesterfield, Mo.

The campaign, which was developed by the Rams and Rodgers Townsend, is aimed at reaching St. Louis families and will receive prominent placement on local television, radio, print, outdoor, digital and social media as well as some non-traditional avenues.

"A campaign for the youngest team in the NFL shouldn’t take itself too seriously,” said Rodgers Townsend executive creative director Michael McCormick. “This new work reflects the fun vibe already flowing at Rams Park and invites the city to be a part of it. We were proud to watch it come together."

Beyond brand awareness, the campaign is structured to drive responsiveness to the new four-game flex plans now available, including the PRIMETIME PACK which allows fans to create a custom package to attend both of the Rams primetime games. In addition, the campaign will highlight the Rams promotional schedule and an upcoming post-game concert on Nov. 3.

The spots will be released one by one on Twitter @stlouisrams over the next few weeks.  The first spot featuring quarterback Sam Bradford is now available.

About the St. Louis Rams
A member of the National Football League, the St. Louis Rams moved to St. Louis in 1995 and delivered a World Championship and two NFC Championships to the Gateway City.  Now under the guidance of Head Coach Jeff Fisher, General Manager Les Snead and Executive Vice President of Football Operations/Chief Operating Officer Kevin Demoff, the Rams are poised to return winning football to the St. Louis community. As a professional sports team, the Rams also recognize their unique ability to help raise both awareness and money for issues and causes relevant to their fans and fellow citizens.   The organization is committed to being a valuable civic partner and benefiting the bi-state region 365 days a year.