Ahead of the NFL team’s opener on Thursday, experiential agency Mosaic brought together former quarterback Ryan Fitzpatrick and former receiver Stevie Johnson at Niagara Falls
Ahead of the Buffalo Bills’ home opener on Thursday, experiential agency Mosaic helped the team kick off the season by quite literally connecting with its Canadian fan base: completing a pass across the Canada-US border.
For ‘Cross Border Completion’, former Bills quarterback Ryan Fitzpatrick reunited with former receiver Stevie Johnson at Niagara Falls, with the pair boarding separate, fully Bills-branded Niagara City Cruises boats. With Ryan Fitzpatrick positioned on the US side of the border and Stevie Johnson on the Canadian side, the former teammates completed an approximately 50-yard pass between the two boats. They then quickly fell back into their old rhythm, continuing to throw the ball back and forth and attempting one-handed catches after getting the initial shot.
The stunt celebrated the team’s large Canadian fan base, with footage of the historic catch featured during the broadcast of the Bills’ home opener.
The idea builds on a simple truth about the Bills: the team’s fan base doesn’t stop at the border. Ontarians are estimated to account for 20% of attendees at Highmark Stadium on any given game day, and Mosaic’s Canadian work for the team has focused on recognising that existing fandom and meeting fans where they already show up. ‘Cross Border Completion’ turned the geography that separates Canadian and US Bills fans into an opportunity to connect them.
The Bills turned the stunt into a social film, while Amazon Prime created its own cut and featured Ryan and Stevie discussing the activation during its Thursday Night Football pregame coverage. It has since travelled well beyond Bills channels, with pickup and shares from TMZ, House of Highlights, Barstool, the NFL on Fox and local news.
The stunt, executed by Mosaic, was organised with the Buffalo Bills in partnership with Niagara Parks and Niagara City Cruises.
SIGN UP FOR OUR NEWSLETTER
SIGN UP FOR OUR NEWSLETTER
Group745