FamJam @ El Clásico
When the legendary rivalry of El Clásico — Real Madrid vs. FC Barcelona — finally landed on U.S. soil, we needed a way to connect with American fans more familiar with helmets and shoulder pads than kits and cleats.
To build hype around the weekend activation, we launched FamJam: a celebrity soccer showdown in Bayfront Park featuring twisted rules and an unexpected faceoff between Team Drake and Team Draymond Green.
This experiential event brought together an eclectic mix of athletes, musicians, creators, and cultural icons including Lil Wayne, Jesse Williams, Cory Joseph, Dave East, Leticia Bufoni, Ronnie Fieg, Paolo Maldini, Erica Ash, Terrell Owens, Raúl González, Jessie Usher, Eric Bledsoe, Amanda Cerny, P. K. Subban, and Phil Neville.
Case Study
The day was filled with head-to-head matchups of local teams and retired legends, food, music, prizes and family events. Fam Jam, daytime main event, was a star studded affair that culminated in late night festivities with musical performances at local night clubs.
Night Life
We capped off the nights with live performances by Drake & DJ Khaled
