Talk about a targeted marketing effort. In a powerful display of outdoor advertising’s strength as a hyperlocal communications platform, fans of Brett Favre have purchased space on a digital billboard to woo the 40-year-old quarterback to return to the Minnesota Vikings. The billboard is located near Brett Favre’s home in Hattiesburg, Mississippi. Its message reads, ”Hey No. 4, do Minnesota fans love you and want you back next year? You Brettcha!”
The Vikings fans who purchased the advertising space met through a Facebook group dedicated to bringing Favre back to Minnesotta. Jay Tappe created the Facebook group following the Vikings loss in the NFC Championship game. In reference to the group’s motivation for commissioning the digital billboard, Tappe said, “We never really got to give Brett a good send-off or a standing ovation or anything, because they finished the season on the road. My thought was to put up a billboard that he sees every morning.”
Tappe and his band of Favre fans set up a fundraising website, vikesfans4favre.com, to raise the requisite $2,600 to purchase the billboard spot for a month. All additional funds raised will go toward a charity run by Favre’s wife.
