The NFL was celebrating its 100th birthday and we got tapped to share its party with the people. We kept thinking, “one century, 36,500 days; there’s gotta be one fan who’s been along for the whole ride.” Sure enough, we met Melba.
Build a story around a lifelong fan in the huddle with Patrick Mahomes, Travis Kelce, and Mecole Hardman and fans regardless of team will give a damn.
We found Melba Mills in Bonner Springs, Kansas. She was a newly-minted centurion and had never in a hundred years been to an NFL game. As a lifelong Chiefs fan, she followed Patrick Mahomes in her local newspaper. We partnered with Bud Light and the Kansas City Chiefs to send her to her first game, and share the story.
The rest of that 2019 season is history. The Chiefs ran through the Super Bowl with Melba along for the ride. She became resident superfan for Access Hollywood, NBC’s Sunday Today, and Good Morning America and other national media outlets. We think Bud Light and a dash of Melba magic were a special brew, and totally key in the Chiefs first NFL Championship in 50 years.
Melba moved the needle. Her story generated 5,000,000+ impressions and got shared via social by 15,000 fans around the NFL.