Barefoot Bandwagon Box

As the official wine sponsor of the NFL, Barefoot was looking to engage with new fans by showcasing that football, like wine, should be easy to enjoy. Barefoot believes that wine is all about having fun without the fuss, dispelling the misconception that wine and football are too complicated to understand.

With tons of new ‘bandwagon’ fans entering the chat, Praytell Agency conceptualized and created the “Barefoot Bandwagon Box,” a place where new fans could learn about both football and wine at the Super Bowl LVIII rematch (Kansas City vs. Philadelphia) on Nov. 20. And who better to teach new fans than the ultimate football mom, Donna Kelce and Barefoot’s Head Winemaker, Jen Wall?

To launch the program, we secured exclusive interviews with People, Fox Sports, Elite Daily, and several other top outlets. In tandem with the exclusive going live, we announced our contest on Facebook and Instagram. Within mere minutes, the posts took off, growing the Barefoot Instagram community by 6.6% and ultimately resulting in over 5,900 comments. Between the media coverage—both online and broadcast—social posts and contest entries, the program quickly went viral and smashed every KPI. A few days after launch, the contest closed and our winner was selected, flights booked and on their way to Kansas City.

Once at the Barefoot Bandwagon Box, our winner and her three friends met with football legend, Jamaal Charles, to deepen their knowledge of the game, engaged in a wine tasting with Jen Wall and got to sit with the one and only, Donna Kelce for the first quarter of the game, even ending up on TV!

What began as a mission to nurture the new fan in all of us became an inspiring in-person experience for a lucky contest winner.