In the heart of small-town America, where the rustle of leaves accompanies the whispers of dreams, a peculiar sight began to emerge.
Towering billboards adorned with handwritten letters, each exuding warmth and wit, sprouted in places as unexpected as the messages they bore.
From the side of a 200-year-old barn in the Midwest to the bustling streets of New York City, these letters captured the attention of passersby, igniting curiosity and sparking conversations.
The author?
None other than the fictional yet profoundly inspiring Ted Lasso, the beloved character from Apple TV+’s Emmy-winning series of the same name/title.
This was no ordinary promotional stunt; in fact, it was a masterclass in guerrilla marketing that transcended traditional advertising norms.
The Genesis of an Unconventional Campaign
As the 2022 FIFA World Cup approached, anticipation for the U.S. Men’s National Soccer Team (USMNT) reached a fever pitch. Amid this excitement, Apple sought to promote the third season of “Ted Lasso” while simultaneously supporting the national team.
The result was the “Public Displays of Encouragement” campaign—a series of personalized, handwritten letters from Lasso addressed to each of the 27 USMNT players and their coach, Gregg Berhalter.
These letters were not confined to digital screens or traditional media; they were physically manifested in the players’ hometowns, displayed on billboards, high schools, and even a historic barn.
Photo from D&AD
Photo from D&AD
Photo from D&AD
Each letter was meticulously crafted to resonate with its recipient, blending Lasso’s signature humor with heartfelt encouragement.
For instance, a billboard in St. Louis addressed to player Josh Sargent read:
“Josh, being from the great town of O’Fallon, you must have been an o’natural for you to pursue soccer o’fficially…”
This playful use of language not only captured Lasso’s voice but also established a personal connection with both the player and the local community.
The campaign’s brilliance lay in its strategic placement. By situating these letters in the players’ hometowns, Apple tapped into local dignity and community spirit.
Residents saw their local heroes celebrated in a manner that was both intimate and public, fostering a sense of collective support for the USMNT.
What’s more?
The choice of diverse locations—from urban centers to rural settings—ensured widespread visibility and relatability!
While the letters themselves were physical installations, the campaign seamlessly extended into the digital realm.
Photos of the billboards circulated on social media platforms, often shared by the players, their families, and fans.
This organic sharing amplified the campaign’s reach, allowing it to transcend geographical boundaries and engage a global audience.
The official USMNT Twitter account also joined in on the fun, sharing images and further boosting visibility of the campaign.
Recognition and Impact
The “Public Displays of Encouragement” campaign garnered critical acclaim within the advertising industry. It was shortlisted for the 2022 D&AD Awards in multiple categories, including Experiential and Writing for Advertising, and won a Wood Pencil in PR for Entertainment.
Beyond accolades, the campaign achieved its core objectives:
- Promoting “Ted Lasso”
- Supporting the USMNT
- Creating genuine connections with audiences
Here are other results of the campaign:
- The “Public Displays of Encouragement” campaign garnered over 2.2 billion PR impressions.
- The campaign earned a total of USD 20 million in value with coverage in over 700 articles.
- The guerrilla marketing activation hyped up USMNT and soccer fans, becoming the most-discussed soccer campaign in 2022.
- The campaign further boosted Apple TV+’s visibility by leveraging humor and heartfelt connections to resonate with soccer fans, “Ted Lasso” enthusiasts, and local communities.
Kudos, Apple TV+ for this clever marketing tactic!
*Claps*
Clearly, this campaign is a quintessential example of effective guerrilla marketing!
By leveraging Lasso’s fictional character, Apple TV+ created authentic, personalized content that resonated deeply with both the subjects and the broader public.
The use of unconventional media placements disrupted the everyday environment, capturing attention and sparking conversations.
Moreover, the integration of physical and digital elements showcased a holistic approach to modern marketing strategies.
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In an era saturated with digital advertisements and fleeting content, the “Public Displays of Encouragement” campaign stood out by returning to the basics of human connection—personalized messages, community engagement, and genuine storytelling.
It reminded us that even in a world dominated by technology, the power of words, thoughtfully placed and sincerely crafted, can inspire and unite.
So, in what ways can you apply this concept or strategy to your own brand?
Learn from Apple TV+’s playbook and watch your business win the hearts of your target market, too!
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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