https://brendanhannan.com Brendan Hannan Sat, 20 Feb 2021 05:14:24 +0000 https://brendanhannan.com en https://brendanhannan.com/Home Sat, 20 Feb 2021 04:42:05 +0000 Brendan Hannan https://brendanhannan.com/Home Brendan Hannan Marketing, Brand Strategy, Creative Communications and Digital&nbsp;&nbsp; &nbsp; https://brendanhannan.com/Information Sat, 20 Feb 2021 04:42:05 +0000 Brendan Hannan https://brendanhannan.com/Information About <img width="2048" height="1365" width_o="2048" height_o="1365" data-src="https://freight.cargo.site/t/original/i/72a53c068c1c2ad412c00fff2c4e0a4c624684d6c4315f7e5c245228e3dbf8fc/DiPhAiWUYAA3uf3.jpeg" data-mid="99518752" border="0" src="https://freight.cargo.site/w/1000/i/72a53c068c1c2ad412c00fff2c4e0a4c624684d6c4315f7e5c245228e3dbf8fc/DiPhAiWUYAA3uf3.jpeg" /> Brendan Hannan is an award-winning marketing and communications executive with over 15 years of experience in professional sports. Hannan has worked alongside some of the biggest names, clubs and brands to grow the sport of soccer in North America. A managing partner of Skylark, Hannan serves as the agency’s Chief Marketing Officer. Prior to founding Skylark, Hannan served as the Senior Vice President of Marketing, Communications and Digital for the LA Galaxy and Dignity Health Sports Park. Prior to joining the LA Galaxy, Hannan held a similar role at the Chicago Fire and began his career as a Wish Granter for the Make-A-Wish Foundation. When not slinging soccer, Hannan is a chocolate chip cookie connoisseur.. Services: Business leader, marketing, brand strategy, creative direction, copywriting, branding, content creation, communications, concept development, campaigns, experiential activations, digital strategy, social media strategy, budgeting, digital marketing. CONTACT brendanmhannan@gmail.com 720.937.8962 https://brendanhannan.com/Dear-Los-Angeles-You-re-Weclome Sat, 20 Feb 2021 04:42:05 +0000 Brendan Hannan https://brendanhannan.com/Dear-Los-Angeles-You-re-Weclome Dear Los Angeles, You’re Weclome. How do you introduce Zlatan Ibrahimovic, one of the world’s most recognized and iconic soccer players? You draft up five words of copy, sign his name at the bottom and place a full-page ad in the LA Times. Dear Los Angeles, You’re Welcome.&nbsp; In 2018, as part of the LA Galaxy’s introduction of global soccer icon Zlatan Ibrahimovic, the club placed a five-word, full-page ad on the back cover of the LA Times sports section. “Dear Los Angeles, You’re Welcome” showcased the confident and oversized personality of Ibrahimovic garnering local, national and international acclaim for the advertisement’s simplicity and overt braggadocio. The $28,000 print ad was shared world-wide via social media and traditional media garnering over $1B in estimated publicity value. As part of the strategy, it was key for this message and others to come directly from Zlatan, rather than the club. Zlatan was able to own the message and amplify it with television appearances on Jimmy Kimmel Live, The Late Late Show with James Corden and numerous hits across sports television properties. The ad and #zLAtan campaign is considered the most recognizable player announcement in club and Major League Soccer history. <img width="3648" height="5472" width_o="3648" height_o="5472" data-src="https://freight.cargo.site/t/original/i/79f73f7a978a9e8d7ddeaa7391e898db638c74a945beebfb65629c4bd11b4155/032318_LA_GALAXY_RM_0027-copy.JPG" data-mid="99517251" border="0" src="https://freight.cargo.site/w/1000/i/79f73f7a978a9e8d7ddeaa7391e898db638c74a945beebfb65629c4bd11b4155/032318_LA_GALAXY_RM_0027-copy.JPG" /><img width="5472" height="3648" width_o="5472" height_o="3648" data-src="https://freight.cargo.site/t/original/i/e5744bb554055e85cfb5eee9608cf72b8ba67c067abd17eb9ffb66414e781661/032318_LA_GALAXY_RM_0003-copy.JPG" data-mid="99517250" border="0" src="https://freight.cargo.site/w/1000/i/e5744bb554055e85cfb5eee9608cf72b8ba67c067abd17eb9ffb66414e781661/032318_LA_GALAXY_RM_0003-copy.JPG" /><img width="720" height="480" width_o="720" height_o="480" data-src="https://freight.cargo.site/t/original/i/09e30b7268fa1bd2be907cde806ceed323caf8bc658d7fe283ab3c45bb2f10e9/149200_5234-1524866820103-copy.jpg" data-mid="99517253" border="0" src="https://freight.cargo.site/w/720/i/09e30b7268fa1bd2be907cde806ceed323caf8bc658d7fe283ab3c45bb2f10e9/149200_5234-1524866820103-copy.jpg" /><img width="5745" height="3830" width_o="5745" height_o="3830" data-src="https://freight.cargo.site/t/original/i/51a826b46e089343a7835e7cf23d637f0710e63315b3cc814c580715e4e60057/033118_LA_GALAXY_SR_0069.JPG" data-mid="99517252" border="0" src="https://freight.cargo.site/w/1000/i/51a826b46e089343a7835e7cf23d637f0710e63315b3cc814c580715e4e60057/033118_LA_GALAXY_SR_0069.JPG" /> https://brendanhannan.com/David-Beckham-Statue-Prank Sat, 20 Feb 2021 04:42:06 +0000 Brendan Hannan https://brendanhannan.com/David-Beckham-Statue-Prank David Beckham Statue Prank David Beckham is handsome. Really handsome. Sculpting a statue that matches Beck’s signature good looks and free kick style is a tall order. Thirteen feet and emblazoned in bronze, to be exact. What would happen if we botched the statue? We decided to bring in James Corden to prank David and find out. &nbsp; As part of a multi-faceted David Beckham statue project, the LA Galaxy worked with James Corden and the Late Late Show to put together a piece of content that would help tell the story of the newly sculpted Beckham Statue that was soon to be the signature piece of art at the front of Dignity Health Sports Park. The concept was pitched and discussed directly with James Corden. Once Beckham’s team was on board, the LA Galaxy, the Late Late Show and David Beckham’s support team worked to craft one of the most watched pranks in television history. All involved went at great lengths to construct a replica statue, off-kilter celebration video and a staged “statue unveiling” complete with actors and misnomers. The prank has been viewed over 37 million times on YouTube and was shared across millions of social platforms while garnering traditional media and engagement for the official statue unveiling. <img width="3156" height="1779" width_o="3156" height_o="1779" data-src="https://freight.cargo.site/t/original/i/f024c75c28bd50c38a1ead84f26c608019c3f560f4d75ca6128276e7a5c87589/NINTCHDBPICT000475471547-e1552408709707.jpg" data-mid="99517282" border="0" src="https://freight.cargo.site/w/1000/i/f024c75c28bd50c38a1ead84f26c608019c3f560f4d75ca6128276e7a5c87589/NINTCHDBPICT000475471547-e1552408709707.jpg" /><img width="700" height="375" width_o="700" height_o="375" data-src="https://freight.cargo.site/t/original/i/81fac490715b7f81154ccd19f1336ea66b068c678d14409ecb4cef10d182e43a/16-5c88bd84bc451__700.jpg" data-mid="99517279" border="0" src="https://freight.cargo.site/w/700/i/81fac490715b7f81154ccd19f1336ea66b068c678d14409ecb4cef10d182e43a/16-5c88bd84bc451__700.jpg" /><img width="790" height="440" width_o="790" height_o="440" data-src="https://freight.cargo.site/t/original/i/62b9587745f0bd32a289b798e60369d828106cc1cf891b0b5740759ceffc756e/beckham_2.jpg" data-mid="99517280" border="0" src="https://freight.cargo.site/w/790/i/62b9587745f0bd32a289b798e60369d828106cc1cf891b0b5740759ceffc756e/beckham_2.jpg" /><img width="2400" height="1200" width_o="2400" height_o="1200" data-src="https://freight.cargo.site/t/original/i/4516963ce0e1e83bf74b629ea905dc516a50e5a6db5bb3871f258b4f7b14f9e0/the-david-beckham-statue-prank-today-main-190312-02_28d6e532c014972d969b1a5ceea2d787.jpg" data-mid="99517283" border="0" src="https://freight.cargo.site/w/1000/i/4516963ce0e1e83bf74b629ea905dc516a50e5a6db5bb3871f258b4f7b14f9e0/the-david-beckham-statue-prank-today-main-190312-02_28d6e532c014972d969b1a5ceea2d787.jpg" /> https://brendanhannan.com/zLAtan Sat, 20 Feb 2021 04:51:08 +0000 Brendan Hannan https://brendanhannan.com/zLAtan #zLAtan Have I told you about the time I rented a lion and lion tamer on two days’ notice and asked them to meet me in Manchester, England for a video shoot with Zlatan Ibrahimovic? Ibrahimovic once confidently stated, “lions don’t compare themselves to humans”. So, as part of the LA Galaxy’s #zLAtan campaign, the club secured a live lion (Humane Hollywood approved) and a Zlatan to create a unique welcome video for one of the world’s most recognizable footballers. To close the video of Zlatan and the lion, the Swede looked into the camera and confidently stated, “Los Angeles, welcome to Zlatan.” The announcement, video, out of home, newspaper advertisement and airport arrival garnered millions of impressions across all social, digital, print, radio and television. Coverage from the announcement appeared in 130 different countries, in 43 different languages and across over 3,000 different media outlets. The announcement lead to an increase of 2,000 LA Galaxy season ticket members, sell outs across Major League Soccer and the number one selling jersey in the league.. <img width="4998" height="3332" width_o="4998" height_o="3332" data-src="https://freight.cargo.site/t/original/i/f8c6b1dd7e5d7633ce911f3e3163e65a7d1d1e8ff2e2186d722a9aa917fa3ed2/083019_LA_Galaxy_BH_014.JPG" data-mid="99517468" border="0" src="https://freight.cargo.site/w/1000/i/f8c6b1dd7e5d7633ce911f3e3163e65a7d1d1e8ff2e2186d722a9aa917fa3ed2/083019_LA_Galaxy_BH_014.JPG" /> <img width="600" height="315" width_o="600" height_o="315" data-src="https://freight.cargo.site/t/original/i/a963e7fa2e2cefe20a088e2f2f12f8f03eb296bc4a184f2bfb5d717d88f08e02/67e56bfa390ad6d1591e902511df7a64.jpg" data-mid="99517467" border="0" src="https://freight.cargo.site/w/600/i/a963e7fa2e2cefe20a088e2f2f12f8f03eb296bc4a184f2bfb5d717d88f08e02/67e56bfa390ad6d1591e902511df7a64.jpg" /><img width="5184" height="3456" width_o="5184" height_o="3456" data-src="https://freight.cargo.site/t/original/i/2837d20057ead58c4c757859932d440e236202930d699f0e10cae51005f1bbd8/121018_LA_GALAXY_RM_0085.JPG" data-mid="99517470" border="0" src="https://freight.cargo.site/w/1000/i/2837d20057ead58c4c757859932d440e236202930d699f0e10cae51005f1bbd8/121018_LA_GALAXY_RM_0085.JPG" /><img width="615" height="403" width_o="615" height_o="403" data-src="https://freight.cargo.site/t/original/i/7b3e286f2b5f486ac64a77d93b3580d1dfcf2026e09d504c5f94818c809113ac/Zlatan-big-reveal.jpg" data-mid="99517472" border="0" src="https://freight.cargo.site/w/615/i/7b3e286f2b5f486ac64a77d93b3580d1dfcf2026e09d504c5f94818c809113ac/Zlatan-big-reveal.jpg" /> https://brendanhannan.com/Beckham-Statue Sat, 20 Feb 2021 04:53:23 +0000 Brendan Hannan https://brendanhannan.com/Beckham-Statue Beckham Statue How does a soccer club honor one of the most famous soccer players to have ever played the game? David Beckham has been a transformative figure for the LA Galaxy and Major League Soccer. Beckham’s arrival in 2007 and subsequent championships with the LA Galaxy helped grow and establish MLS in the league’s most formative years. In 2019, the LA Galaxy immortalized Beckham in bronze with the first player statue in league history. We worked on a three-year timeline starting in 2017 to make sure we got Beckham’s dashing looks just right. To properly honor the soccer iconoclast, the club installed a community pitch in Downtown Los Angeles, memorialized Beckham in Madsteez mural form, pranked him on the Late Late Show, hosted a 150-person celebrity dinner hosted by James Corden at LA’s Soho House and unveiled a statue with tributes from Snoop Dogg, Kobe Bryant, Robbie Keane and Bruce Arena in event live on FOX Sports. The Beckham Statue Project received over 2B impressions and appeared in media coverage in over 75 countries world-wide. <img width="3464" height="5196" width_o="3464" height_o="5196" data-src="https://freight.cargo.site/t/original/i/e37ac79dd8fb9c84d1656ebf75800ef2a255ff1b2b2b5bf0fa0013ef870f827f/030219_LA_GALAXY_RM_0164.JPG" data-mid="99517591" border="0" src="https://freight.cargo.site/w/1000/i/e37ac79dd8fb9c84d1656ebf75800ef2a255ff1b2b2b5bf0fa0013ef870f827f/030219_LA_GALAXY_RM_0164.JPG" /><img width="5196" height="3464" width_o="5196" height_o="3464" data-src="https://freight.cargo.site/t/original/i/80234f109bf7da789472d51356973d03b17b70b8a42c1b05734c3056eb223480/030219_LA_GALAXY_RM_0171.JPG" data-mid="99517592" border="0" src="https://freight.cargo.site/w/1000/i/80234f109bf7da789472d51356973d03b17b70b8a42c1b05734c3056eb223480/030219_LA_GALAXY_RM_0171.JPG" /><img width="3464" height="5196" width_o="3464" height_o="5196" data-src="https://freight.cargo.site/t/original/i/075e8a028c0dba8a943c71c563081188d300b5ad248176fe3a5454ddf85156e9/030219_LA_GALAXY_RM_0280.JPG" data-mid="99517593" border="0" src="https://freight.cargo.site/w/1000/i/075e8a028c0dba8a943c71c563081188d300b5ad248176fe3a5454ddf85156e9/030219_LA_GALAXY_RM_0280.JPG" /><img width="5196" height="3464" width_o="5196" height_o="3464" data-src="https://freight.cargo.site/t/original/i/5e22f08a4d70a61908369a3891f62ba75fa7c86ac3bf97b366ab4f349016aed1/030219_LA_GALAXY_RM_0320.JPG" data-mid="99517594" border="0" src="https://freight.cargo.site/w/1000/i/5e22f08a4d70a61908369a3891f62ba75fa7c86ac3bf97b366ab4f349016aed1/030219_LA_GALAXY_RM_0320.JPG" /><img width="5472" height="3648" width_o="5472" height_o="3648" data-src="https://freight.cargo.site/t/original/i/c705da363607fa71c61bb19efb4f9b9e82ae2c5596ba38b5cc3dc88103e90b55/0302019_LAGalaxyvsChicago_2543.JPG" data-mid="99517595" border="0" src="https://freight.cargo.site/w/1000/i/c705da363607fa71c61bb19efb4f9b9e82ae2c5596ba38b5cc3dc88103e90b55/0302019_LAGalaxyvsChicago_2543.JPG" /><img width="1080" height="809" width_o="1080" height_o="809" data-src="https://freight.cargo.site/t/original/i/93b40a19fe42148c455d95c5686aa29d4062790b6b975ef2193b13c19ff299e8/tumblr_pntezgJokX1sxnfcxo1_1280.jpg" data-mid="99517596" border="0" src="https://freight.cargo.site/w/1000/i/93b40a19fe42148c455d95c5686aa29d4062790b6b975ef2193b13c19ff299e8/tumblr_pntezgJokX1sxnfcxo1_1280.jpg" /> https://brendanhannan.com/Victoria-Block Sat, 20 Feb 2021 05:01:26 +0000 Brendan Hannan https://brendanhannan.com/Victoria-Block Victoria Block After a tenuous few years between the LA Galaxy front office and the club’s three supporter groups (Angel City Brigade, LA Riot Squad and Galaxians), I was asked to manage the relationship with the club’s most ardent fans with a goal of supporter growth and improved fan experience/gameday presentation for LA Galaxy matches at Dignity Health Sports Park. After multiple supporter summits and countless hours of meetings, we presented a fan engagement plan that would focus on renovations to the stadium’s North End to provide Safe-Standing for over 2,000 LA Galaxy supporters. I managed concept, design, budget, construction and vision for the Victoria Block, providing a new direction and cultural update for the 25-year-old Major League Soccer Club. The vision of the Victoria Block, built in collaboration with LA Galaxy supporters, resulted in continued growth of supporter season ticket members, growth of supporter groups in Victoria Block, an alliance between supporters and increased engagement and revenue for the club. <img width="1100" height="733" width_o="1100" height_o="733" data-src="https://freight.cargo.site/t/original/i/223614bf8b016818c45671f973654731c9690115c0aa55a5efb4ac244b5dc0d4/36F_3D0_3437049_3817860200_5.jpg" data-mid="99517754" border="0" src="https://freight.cargo.site/w/1000/i/223614bf8b016818c45671f973654731c9690115c0aa55a5efb4ac244b5dc0d4/36F_3D0_3437049_3817860200_5.jpg" /><img width="3772" height="2515" width_o="3772" height_o="2515" data-src="https://freight.cargo.site/t/original/i/fd8446457441d7c00fd40fd8b65207a9d48c507354cca44a5f22312866eb9ee6/020820_LA_Galaxy_BH_043.JPG" data-mid="99517755" border="0" src="https://freight.cargo.site/w/1000/i/fd8446457441d7c00fd40fd8b65207a9d48c507354cca44a5f22312866eb9ee6/020820_LA_Galaxy_BH_043.JPG" /><img width="3464" height="5196" width_o="3464" height_o="5196" data-src="https://freight.cargo.site/t/original/i/408c1f3a9663491344e4bd66a5d3864c72313e7581e23a268155fd6353350ad8/030720_LA_GALAXY_RM_0086.JPG" data-mid="99517756" border="0" src="https://freight.cargo.site/w/1000/i/408c1f3a9663491344e4bd66a5d3864c72313e7581e23a268155fd6353350ad8/030720_LA_GALAXY_RM_0086.JPG" /><img width="5196" height="3464" width_o="5196" height_o="3464" data-src="https://freight.cargo.site/t/original/i/90d5eab6c757ad2d7ca2f6dd8255169950797a56315d8d776d5b5222ff2881fa/030720_LA_GALAXY_RM_0114.JPG" data-mid="99517757" border="0" src="https://freight.cargo.site/w/1000/i/90d5eab6c757ad2d7ca2f6dd8255169950797a56315d8d776d5b5222ff2881fa/030720_LA_GALAXY_RM_0114.JPG" /><img width="6547" height="4365" width_o="6547" height_o="4365" data-src="https://freight.cargo.site/t/original/i/fe6e49af58ad20234f67d7bd904c72aa5e1c7cbb4d106004b99791e10dffb546/082420_LA_GALAXY_RM_0056.JPG" data-mid="99517758" border="0" src="https://freight.cargo.site/w/1000/i/fe6e49af58ad20234f67d7bd904c72aa5e1c7cbb4d106004b99791e10dffb546/082420_LA_GALAXY_RM_0056.JPG" /> https://brendanhannan.com/LegenD Sat, 20 Feb 2021 05:05:51 +0000 Brendan Hannan https://brendanhannan.com/LegenD #LegenD In July of 2014, Landon Donovan, one of the most recognized and accomplished players in U.S. Soccer and MLS history approached me at LAX. Donovan pulled me aside and asked if I had a minute to catch up. Donovan, then in the prime of his career, stated, “Brendan, I haven’t told anyone else this, but I plan to retire at the end of the season. Can you please build out a plan for me?” We held the news until August and then crafted a bespoke campaign to honor the LA Galaxy’s most decorated player. The #LegenD campaign featured a mini-documentary, Boyz II Men, in-stadium activations, partnership integration, a first-of-its-kind poster series with Ames Bros. and a national media tour. <img width="3000" height="2118" width_o="3000" height_o="2118" data-src="https://freight.cargo.site/t/original/i/15a2ce50d8c6b65f949a72bd1e89b38f3de945280fbf13f9b8c1065d6afe7d9a/GettyImages-453309854.jpg" data-mid="99517873" border="0" src="https://freight.cargo.site/w/1000/i/15a2ce50d8c6b65f949a72bd1e89b38f3de945280fbf13f9b8c1065d6afe7d9a/GettyImages-453309854.jpg" /><img width="1100" height="732" width_o="1100" height_o="732" data-src="https://freight.cargo.site/t/original/i/ba3015c16755decfcbf6166eaad15cfaf1ec7993aab6f6ad2acb41686aa642b5/49_246_3437049_52869846_5.jpg" data-mid="99517829" border="0" src="https://freight.cargo.site/w/1000/i/ba3015c16755decfcbf6166eaad15cfaf1ec7993aab6f6ad2acb41686aa642b5/49_246_3437049_52869846_5.jpg" /><img width="5472" height="3648" width_o="5472" height_o="3648" data-src="https://freight.cargo.site/t/original/i/73e4ade53e8d1c7cf579c95942bfd7f19ee806823cc710670a2ee05744b28fe8/101914_LA_GALAXY_HA__9009.jpg" data-mid="99517836" border="0" src="https://freight.cargo.site/w/1000/i/73e4ade53e8d1c7cf579c95942bfd7f19ee806823cc710670a2ee05744b28fe8/101914_LA_GALAXY_HA__9009.jpg" /><img width="3000" height="1914" width_o="3000" height_o="1914" data-src="https://freight.cargo.site/t/original/i/20cf67b2480adcb0d5135bc49ec4f7ead6dc6409aa957a3ecdc7aabab4d57967/GettyImages-457520554.jpg" data-mid="99517874" border="0" src="https://freight.cargo.site/w/1000/i/20cf67b2480adcb0d5135bc49ec4f7ead6dc6409aa957a3ecdc7aabab4d57967/GettyImages-457520554.jpg" /><img width="3000" height="2040" width_o="3000" height_o="2040" data-src="https://freight.cargo.site/t/original/i/2cb3c3ff78bb1ea8fb74f7027477261a9060415f40658a0e2b66a2e39b33764d/GettyImages-460117080.jpg" data-mid="99517875" border="0" src="https://freight.cargo.site/w/1000/i/2cb3c3ff78bb1ea8fb74f7027477261a9060415f40658a0e2b66a2e39b33764d/GettyImages-460117080.jpg" /><img width="2889" height="4561" width_o="2889" height_o="4561" data-src="https://freight.cargo.site/t/original/i/49b7d751dcdfb7f89572fc61447f1be66f776c45200a47ff91585f6a9eea794f/GettyImages-460129676.jpg" data-mid="99517880" border="0" src="https://freight.cargo.site/w/1000/i/49b7d751dcdfb7f89572fc61447f1be66f776c45200a47ff91585f6a9eea794f/GettyImages-460129676.jpg" /><img width="3194" height="2129" width_o="3194" height_o="2129" data-src="https://freight.cargo.site/t/original/i/6baedd9eb7e7f2dbb00022d7e5f1111cfd0ebfe5e3e719a08ca29362124b92c3/GettyImages-579692184.jpg" data-mid="99517883" border="0" src="https://freight.cargo.site/w/1000/i/6baedd9eb7e7f2dbb00022d7e5f1111cfd0ebfe5e3e719a08ca29362124b92c3/GettyImages-579692184.jpg" /><img width="4614" height="3072" width_o="4614" height_o="3072" data-src="https://freight.cargo.site/t/original/i/434e7ebb685cf817e2cb9c26f3a0f783c81df31cbb3a5bbe6b13ddbb77c60efa/120714_LA_GALAXY_0071.JPG" data-mid="99517872" border="0" src="https://freight.cargo.site/w/1000/i/434e7ebb685cf817e2cb9c26f3a0f783c81df31cbb3a5bbe6b13ddbb77c60efa/120714_LA_GALAXY_0071.JPG" /><img width="4170" height="2780" width_o="4170" height_o="2780" data-src="https://freight.cargo.site/t/original/i/d06ca4078b94cae5445b7416518e5efd79ef59d731199be0a8b67011b4038ca6/GettyImages-579893182.jpg" data-mid="99517885" border="0" src="https://freight.cargo.site/w/1000/i/d06ca4078b94cae5445b7416518e5efd79ef59d731199be0a8b67011b4038ca6/GettyImages-579893182.jpg" /> https://brendanhannan.com/From-Liverpool-to-Los-Angeles Sat, 20 Feb 2021 05:10:19 +0000 Brendan Hannan https://brendanhannan.com/From-Liverpool-to-Los-Angeles From Liverpool to Los Angeles After an illustrious career with Liverpool FC, the LA Galaxy signed Steven Gerrard. As part of a multi-faceted campaign, the club unveiled ‘From Liverpool to Los Angeles’. The eight-part content series followed Gerrard on his journey from Liverpool to LA, as the former England captain was embarking on a new adventure. The content series featured numerous voices from the world’s game include Thierry Henry, Xabi Alonso, Robbie Keane, Landon Donovan, Roy Hodgson and Bruce Arena. To supplement the announcement and content strategy, the club created a hand-stitched dop kit to utilize for influencer seeding to local, national and international media and entertainment personalities. For Gerrard’s first game, the club replicated an English pub and hosted partners, media and invited guests to experience the full ‘From Liverpool to LA’ experience. <img width="5184" height="3456" width_o="5184" height_o="3456" data-src="https://freight.cargo.site/t/original/i/cb210e1599964d2c9e39255e5c2b85a975cc72c0cd7684257916c6e169e4b1e5/070115_LA_GALAXY_RM_0016.JPG" data-mid="99517927" border="0" src="https://freight.cargo.site/w/1000/i/cb210e1599964d2c9e39255e5c2b85a975cc72c0cd7684257916c6e169e4b1e5/070115_LA_GALAXY_RM_0016.JPG" /><img width="3799" height="2533" width_o="3799" height_o="2533" data-src="https://freight.cargo.site/t/original/i/2bd28905f740aac7a018a2e39dac1efa99e6ae97e82ee9f19b21797b6b3ef689/070115_LA_GALAXY_RM_0001.JPG" data-mid="99517926" border="0" src="https://freight.cargo.site/w/1000/i/2bd28905f740aac7a018a2e39dac1efa99e6ae97e82ee9f19b21797b6b3ef689/070115_LA_GALAXY_RM_0001.JPG" /><img width="5479" height="3653" width_o="5479" height_o="3653" data-src="https://freight.cargo.site/t/original/i/8bad373637ee96a3d90022e26f6634cfcf586b8cd488d9c34c3ad9fd8546e5d3/062915_LA_GALAXY_HA_0001.JPG" data-mid="99517925" border="0" src="https://freight.cargo.site/w/1000/i/8bad373637ee96a3d90022e26f6634cfcf586b8cd488d9c34c3ad9fd8546e5d3/062915_LA_GALAXY_HA_0001.JPG" /><img width="4222" height="2815" width_o="4222" height_o="2815" data-src="https://freight.cargo.site/t/original/i/a2cefdd56660adf521bab94a7c241257632244960bfbf291729bc851d53f6662/071715_LA_GALAXY_JL_3059.JPG" data-mid="99517929" border="0" src="https://freight.cargo.site/w/1000/i/a2cefdd56660adf521bab94a7c241257632244960bfbf291729bc851d53f6662/071715_LA_GALAXY_JL_3059.JPG" /><img width="5184" height="3456" width_o="5184" height_o="3456" data-src="https://freight.cargo.site/t/original/i/10c51655a375c97a18cfcfbe5c2183dab9ea2e5e9cfa49004a552099dccb43cf/07172015_LAGalaxy_GA_0687.JPG" data-mid="99517930" border="0" src="https://freight.cargo.site/w/1000/i/10c51655a375c97a18cfcfbe5c2183dab9ea2e5e9cfa49004a552099dccb43cf/07172015_LAGalaxy_GA_0687.JPG" /><img width="5184" height="3456" width_o="5184" height_o="3456" data-src="https://freight.cargo.site/t/original/i/e361f17785a7289d2b5fa714f2b0b465283ac42456eea5332ba412161b67e10f/07172015_LAGalaxy_GA_0737.JPG" data-mid="99517931" border="0" src="https://freight.cargo.site/w/1000/i/e361f17785a7289d2b5fa714f2b0b465283ac42456eea5332ba412161b67e10f/07172015_LAGalaxy_GA_0737.JPG" /><img width="5184" height="3456" width_o="5184" height_o="3456" data-src="https://freight.cargo.site/t/original/i/41391c72f9877ebe5795ed93f4c03b422809749885f6f441b2d319089e3ea660/07172015_LAGalaxy_GA_0756.JPG" data-mid="99517970" border="0" src="https://freight.cargo.site/w/1000/i/41391c72f9877ebe5795ed93f4c03b422809749885f6f441b2d319089e3ea660/07172015_LAGalaxy_GA_0756.JPG" /><img width="600" height="800" width_o="600" height_o="800" data-src="https://freight.cargo.site/t/original/i/ba796b73efed21609a46347c1cbf37a328e867e2458c8e5213905d8c9384b631/GerrardAd.jpg" data-mid="99517971" border="0" src="https://freight.cargo.site/w/600/i/ba796b73efed21609a46347c1cbf37a328e867e2458c8e5213905d8c9384b631/GerrardAd.jpg" /><img width="751" height="964" width_o="751" height_o="964" data-src="https://freight.cargo.site/t/original/i/6d233006702fadbef15a83faa34fccaba6f0e0e88fd5cf9c7711376088acf850/liverpool-echo_26.5x34-3.jpg" data-mid="99517972" border="0" src="https://freight.cargo.site/w/751/i/6d233006702fadbef15a83faa34fccaba6f0e0e88fd5cf9c7711376088acf850/liverpool-echo_26.5x34-3.jpg" /> https://brendanhannan.com/Chicharito-Signing Sat, 20 Feb 2021 05:14:24 +0000 Brendan Hannan https://brendanhannan.com/Chicharito-Signing Chicharito Signing To announce the signing of Javier “Chicharito” Hernandez, I created and executed a cross-functional plan which emphasized Javier Hernandez’ signing with the LA Galaxy through targeted marketing, effective public relations and a robust content and social plan to meet revenue goals across ticket sales, merchandise and partnerships while reinforcing the LA Galaxy’s brand position as an elite club, with elite players that represents the winning culture of Los Angeles. To announce Mexico’s all-time leading scorer as an LA Galaxy player, the club put together a viral video, launched paid media assets (including OOH, radio and digital), crafted new merchandise, built integrated social and digital content assets, celebrity welcome videos and secured earned media through local, national and international distribution and impactful PR. In the announcement video, we wove together Los Angeles and Mexico, with a script reading by celebrity Mexican actor Eugenio Derbez, while upping our production and visuals captured in East Los with animated subtitling from Case Jernigan over an audio track from a local producer. The theme we chose for the video was inspired by an old interview-turned-meme of Chicharito. When speaking about Mexico’s appearance in the coming 2018 World Cup, he told David Faitelson to “imaginémonos cosas chingonas.” Imagine crazy (badass) things. The announcement yielded over $300M in estimated ad value and over 155,000 social posts. <img width="800" height="533" width_o="800" height_o="533" data-src="https://freight.cargo.site/t/original/i/2985b1f268f30d5a7726aeae2f561a1dcfe6032ba4919617cc5dd32f70ab24e6/22F_140_3437049_3795692731_4.jpg" data-mid="99518492" border="0" src="https://freight.cargo.site/w/800/i/2985b1f268f30d5a7726aeae2f561a1dcfe6032ba4919617cc5dd32f70ab24e6/22F_140_3437049_3795692731_4.jpg" /><img width="420" height="630" width_o="420" height_o="630" data-src="https://freight.cargo.site/t/original/i/a5b959c4d88984c4122fe242dc7be1a7d65854c5f099598dcd8f7801f665777c/1C5_1EE_3437049_3785733821_4.jpg" data-mid="99518462" border="0" src="https://freight.cargo.site/w/420/i/a5b959c4d88984c4122fe242dc7be1a7d65854c5f099598dcd8f7801f665777c/1C5_1EE_3437049_3785733821_4.jpg" /><img width="800" height="533" width_o="800" height_o="533" data-src="https://freight.cargo.site/t/original/i/daf17f1e2d6b8cb9f21af3bdddacbfabb663cf2286aeda096dcbc37f4178d644/12E_137_3437049_3795690753_4.jpg" data-mid="99518486" border="0" src="https://freight.cargo.site/w/800/i/daf17f1e2d6b8cb9f21af3bdddacbfabb663cf2286aeda096dcbc37f4178d644/12E_137_3437049_3795690753_4.jpg" /><img width="800" height="533" width_o="800" height_o="533" data-src="https://freight.cargo.site/t/original/i/788c72aec04b8856cc71eb54e4434c092d27993e4b9e7d60050e5ba52f1a704e/20_191_3437049_3795692378_4.jpg" data-mid="99518491" border="0" src="https://freight.cargo.site/w/800/i/788c72aec04b8856cc71eb54e4434c092d27993e4b9e7d60050e5ba52f1a704e/20_191_3437049_3795692378_4.jpg" /><img width="420" height="630" width_o="420" height_o="630" data-src="https://freight.cargo.site/t/original/i/3a8c3efb17310ef6e83ffe79ad6b65d1083e4660f60f479f4797baa183b67140/385_181_3437049_3795693063_4.jpg" data-mid="99518494" border="0" src="https://freight.cargo.site/w/420/i/3a8c3efb17310ef6e83ffe79ad6b65d1083e4660f60f479f4797baa183b67140/385_181_3437049_3795693063_4.jpg" /><img width="1100" height="733" width_o="1100" height_o="733" data-src="https://freight.cargo.site/t/original/i/84f89fcbe5403bc2392b901a400d6ccf13674786bccf04e628d69a66d2e43fab/1CE_2F6_3437049_3801030064_5.jpg" data-mid="99518463" border="0" src="https://freight.cargo.site/w/1000/i/84f89fcbe5403bc2392b901a400d6ccf13674786bccf04e628d69a66d2e43fab/1CE_2F6_3437049_3801030064_5.jpg" /><img width="1100" height="733" width_o="1100" height_o="733" data-src="https://freight.cargo.site/t/original/i/3a5eaae43f0319aafaa20f90eafcdc89e9d12cff06e890efb87b97aa468e3880/3C6_2A3_3437049_3801029972_5.jpg" data-mid="99518469" border="0" src="https://freight.cargo.site/w/1000/i/3a5eaae43f0319aafaa20f90eafcdc89e9d12cff06e890efb87b97aa468e3880/3C6_2A3_3437049_3801029972_5.jpg" /><img width="420" height="630" width_o="420" height_o="630" data-src="https://freight.cargo.site/t/original/i/aabca58a9c9b2f193cbbb3df5ef4c7cd82d7dfd94df27a57f2cc8c2cc182b66f/24D_246_3437049_3785735711_4.jpg" data-mid="99518493" border="0" src="https://freight.cargo.site/w/420/i/aabca58a9c9b2f193cbbb3df5ef4c7cd82d7dfd94df27a57f2cc8c2cc182b66f/24D_246_3437049_3785735711_4.jpg" /><img width="567" height="850" width_o="567" height_o="850" data-src="https://freight.cargo.site/t/original/i/9805d4170ccd19eb7900bf4d312790432187a1a01210cab532692031d80232d8/C3_2A0_3437049_3785736371_5.jpg" data-mid="99518495" border="0" src="https://freight.cargo.site/w/567/i/9805d4170ccd19eb7900bf4d312790432187a1a01210cab532692031d80232d8/C3_2A0_3437049_3785736371_5.jpg" />