Launched in 2022, the Winter Whiteout has quickly become a standout Vikings tradition. In its third year, we took it to the next level—debuting the all-white Winter Warrior uniforms and creating a full-stadium experience that redefined what a winter gameday can feel like. A four-week campaign built anticipation across every channel and culminated in a gameday takeover that set a new standard—outshining every other moment of the 2024 season and building on our recognition as the NFL’s best in-game entertainment.*
*The Vikings and U.S. Bank Stadium were ranked No. 1 in the NFL for fan experience in the 2024 "Voice of the Fan" survey. The team also set a league record with the highest overall score ever recorded.
campaign goals
Jersey and White Merchandise Sales
Curate a unique Winter Whiteout collection to complement and support the Winter Warrior jerseys. Promote the jersey and white merch in the four weeks leading up to the Winter Whiteout game, driving demand both online and in-store.
Engaging Gen Z & Building Hype
Fuel excitement through giveaways, artist collaborations and digital content. Leverage cultural currency and creative storytelling to connect with Gen Z and generate pre-game momentum.
Create a unifying fan moment by encouraging all fans—whether at the game or watching from home—to wear white. Build awareness through multi-channel marketing and deliver an immersive game-day experience with stadium branding, rally towels, themed visuals, and unique partner activations.
merchandise sales
The Vikings curated an exclusive Winter Whiteout merchandise collection, brought to life through a dynamic photo and video shoot and promoted across channels — ultimately surpassing expectations and selling 219% of the original sales goal.
winter whiteout collection
To complement the debut of the Winter Warrior uniforms, the Vikings curated a bold Winter Whiteout collection rooted in fan insight and fresh design. The assortment introduced expanded youth sizing, a broader price range for accessibility, and limited-edition pieces in partnership with Fanatics and Pro Standard — including white jackets, hoodies, and tees that featured standout uniform elements like the white helmet, modern wordmark, and icy textures. The in-house design team also dropped Gen Z-focused exclusives, available only at in-stadium retail.
photo & video shoot
The Winter Whiteout merch shoot was designed to feel less like a polished campaign and more like an inside look. Set in a visible studio environment—with photographers, lights, and backdrops intentionally left in frame—the creative leaned into a lofi, behind-the-scenes aesthetic. The goal was to reflect authenticity and give fans a sense of access. Content featured Minnesota Vikings Cheerleaders styling the Winter Whiteout jersey and merch collection in fresh, gameday-ready looks.
WaWee's Collab
We partnered with TikTok creator Whitney Risner—wife of Vikings offensive lineman Dalton Risner—who styled the MVC with pieces from her Wawee’s jewelry line. Whitney shared content from the shoot across her channels, helping expand the campaign’s reach beyond Vikings-owned platforms.
Unique Perspectives: Shooting on Film
To connect with Gen Z in a more authentic way, part of the shoot was captured on film. We documented the darkroom development process and repurposed it as a TikTok video, offering a raw, behind-the-scenes look that stood out on the platform.
Media Placement & Activation
Final content—including studio photos, short-form video, and BTS assets—was deployed across a wide range of channels: paid and organic social, retail displays and in-game promotion.
Targeted paid ads reached Gen Z, past buyers, and the broader Vikings fan base, while boosted posts from MVC and Whitney further amplified campaign visibility and engagement.
UNRL x VIKINGS: HOMETOWN COLLECTION
The final drop of the regular season from Vikings x UNRL aligned seamlessly with the Winter Whiteout theme, featuring four cold-weather staples: the Impact Full Zip (in white and cream), Outbound Quarter Zip, and Luxbreak Half Zip. Marketing creative leaned into the ice-and-snow aesthetic to connect the product with the broader Winter Warrior campaign.
The release was supported by a hype video that amplified the drop across social and digital platforms.
Image and graphic created by UNRL
Engaging Gen Z & Building Hype
To generate pre-game momentum and tap into cultural relevance, the Vikings rolled out a series of Gen Z-focused activations — from 10 days of giveaways to local brand collabs and exclusive artist content — all designed to build hype, attract new audiences, and strengthen brand affinity ahead of Winter Whiteout.
SMS 10 Days of Giveaways Campaign
To build momentum for the Vikings' Winter Whiteout game and deepen engagement with Gen Z, we launched a 10-day SMS contest from Dec. 6–16. Fans were invited to text daily code words for a chance to win custom prize packs, each tailored to a distinct lifestyle category — from winter sports and coffee lovers to gamers and fashion fans
The campaign began with a pre-promotion phase focused on teasing select prizes and encouraging fans to sign up to be notified when the giveaways launched. Paid ads targeted Gen Z audiences based on specific interests aligned with upcoming prize drops.
Pre-promotion graphics teased prizes and encouraged fans to sign up for SMS to be notified when prizes drop.
UNIQUE PRIZE PACKS
Each prize pack was curated around Gen Z interests — including travel, winter sports, fashion, and gaming. We leveraged existing sponsors and identified culturally relevant brands likely to resonate with younger fans. To elevate the offering, we commissioned artists to create one-of-a-kind Winter Whiteout pieces, such as custom jersey pants and a 1-of-1 tufted Winter Warrior rug.
DAILY REVEALS
Over the 10 days, a new prize was revealed daily. Existing and new SMS members received daily texts announcing each drop, which helped drive consistent engagement. Fans were prompted to enter each day by texting unique code words tied to that day’s prize — fueling repeat participation and building excitement throughout the contest.
artist Collaborations
Artists and creators played a key role in bringing the Winter Whiteout campaign to life — both through the SMS giveaway and original content featured on our organic channels.
For the giveaway, artists produced custom-designed prizes including a 1-of-1 tufted rug, jersey pants, and other Winter Whiteout-themed pieces. Creators documented their process in behind-the-scenes videos, which were shared in partnership with Vikings channels and strategically boosted to lookalike audiences — expanding reach beyond our existing followers and sparking interest among new fan segments
Custom Winter Warrior helmet rug designed by Minnesota-based artist @Neekasodope
Collaborated with @after_always_apparel on three one-of-a-kind Winter Whiteout pieces: jersey pants (above), an upcycled player sweatshirt, and an upcycled lounge suit.
In the lead-up to the game, the Vikings commissioned a series of unique artist collabs designed to build hype and engagement on social:
• A process reel of artist Mark Kannell hand-painting Justin Jefferson on a Winter Warrior jersey.
• A custom matchup poster illustrated by Justine Wollman (right)
• Upcycling a white blanket to a gameday fit by After Always Apparel (below)
These collaborations infused the campaign with creative energy, elevated the visual storytelling around Winter Whiteout, and helped drive organic buzz during the critical window leading up to kickoff.
Process video of transforming a white blanket into a custom upcycled outfit for Winter Whiteout, created by After Always Apparel.
Byron Murphy Jr. wore the one-of-a-kind look on gameday, completing the creative collaboration.
local aCtivations
To generate organic buzz and deepen fan engagement in the days leading up to Winter Whiteout, the Vikings launched a series of local giveaways designed to capture attention and spark excitement.
vikings x caribou coffee: SIP & SKOL Study Break
In an effort to authentically engage local Gen Z audiences while building hype for the Winter Whiteout game, the Vikings partnered with Caribou Coffee to fuel students during finals week with free coffee and community-driven experiences.
At the University of Minnesota, Twin Cities, we activated at the on-campus Caribou location, while the ’Bou Truck rolled through the University of St. Thomas. Both stops featured free coffee, ticket giveaways, and appearances from the Vikings Cheerleaders and Viktor the Viking. Students making a difference in their communities were encouraged to enter for a chance to win a $2,500 scholarship — with one winner selected per school.
Winter Warrior Mini Helmet Hunt
In a grassroots-style activation, 200 custom mini helmets were hidden across the Twin Cities the weekend before the game. Each featured a scannable code directing finders to claim their helmet and enter to win Winter Whiteout tickets. Many were placed in high-traffic winter spots — like parks, lake paths, and ice rinks — while others were strategically hidden with key partners to extend the activation through trusted local touchpoints. Teased with just one post on X, the stunt sparked real-world curiosity and online buzz, ultimately leading to 20 sets of tickets being given away.
TikTok Ticket Drop
On TikTok, we posted a location-based challenge prompting fans to find a hidden envelope at a recognizable Twin Cities landmark. The first to arrive claimed two tickets to the Winter Whiteout game, creating an interactive moment that rewarded fast-moving fans and drove engagement on the platform.
advancing the winter whiteout tradition
In year three of Winter Whiteout, the Vikings set out to take the game to the next level — transforming it from a fan-favorite theme into a true Vikings tradition. From early hype-building to immersive gameday moments, every element was designed to make this year’s Winter Whiteout the most memorable yet.
'Wear White' Hype Video was posted
'wear white' Pre-promotion & Hype-building
Advertising & Owned Media
“Wear White” promotional content ran across Vikings organic and paid media channels. In the lead-up to the game, all owned platforms — social, app, and website — underwent a full Winter Whiteout takeover, with themed avatars, mastheads, and content.
“Wear White” promotional content ran across Vikings organic and paid media channels. In the lead-up to the game, all owned platforms — social, app, and website — underwent a full Winter Whiteout takeover, with themed avatars, mastheads, and content.
Out-of-Home (OOH): Streaming ads, digital billboards, and in-store IPTV at and select retail partners.
Targeted Advertising: Paid social and web ads geofencing U.S. Bank Stadium, focused on ticket holders.
Owned Channels: Organic social posts, email, push notifications, updated ticket graphics, and web ads.
In-Stadium: Featured in game programs, videoboards, IPTV, and exterior signage during the two home games leading up to Winter Whiteout.
Targeted Advertising: Paid social and web ads geofencing U.S. Bank Stadium, focused on ticket holders.
Owned Channels: Organic social posts, email, push notifications, updated ticket graphics, and web ads.
In-Stadium: Featured in game programs, videoboards, IPTV, and exterior signage during the two home games leading up to Winter Whiteout.
Digital Billboards encouraging fans to "Wear White" ran across the Twin Cities metro area during the week leading up to the Winter Whiteout game.
Players & Influencers
Player Amplification: Custom “Wear White” graphics were shared by players on their personal social channels to reinforce the campaign and encourage fans to participate.
Influencer Strategy: Select local and national influencers, as well as prominent media figures — including Jamie Erdahl (NFL Network), Pat McAfee (ESPN), and Martha Raddatz (ABC News) — received Winter Whiteout merchandise, including custom jerseys and helmets, and were encouraged to post leading up to game day. Estimated reach: 2.9M.
Media Activations
TV: On game day morning, local news stations were invited to U.S. Bank Stadium for live interviews promoting the campaign.
These segments were also shared on the stations' social media channels (generating an additional estimated reach of 3M).
Radio: KFAN, the Vikings’ local radio partner, reinforced the campaign with "Wear White" live reads and exclusive ticket and merchandise giveaways, driving fan engagement in the lead-up to the game.
.
This multi-channel approach maximized visibility and engagement, ensuring fans were reminded to wear white and fully embrace the Winter Whiteout tradition.
Game day atmosphere
U.S. Bank Stadium was fully transformed for Winter Whiteout, with immersive elements both inside and out that elevated the game day atmosphere and brought the theme to life at every touchpoint — building on the momentum and legacy of the inaugural Winter Whiteout to create an even more unforgettable fan experience.
In-stadium elements
Every detail inside the stadium reflected the Winter Whiteout identity — from custom field paint and end zone branding to white rally towels, themed banners, and bold videoboard graphics. The cohesive visual execution helped unify the crowd and amplify the energy across all four quarters.
Videoboard content and game programs were reimagined to match the Winter Whiteout look.
The Winter Warrior knot pattern was added to both end zones for a bold visual tie-in.
All in-game flags were whited out — from handhelds to two massive 90-foot STM flags and a 90-foot SKOL banner that rose up the east end zone during intros.
Bowl banners were swapped to white to match the Winter Whiteout theme, and the Norseman at midfield was painted to reflect the Winter Warrior palette.
Over 70% of fans turned out in white, blowing past our 60% goal and turning the stadium into a true Winter Whiteout.
A billboard outside U.S. Bank Stadium was reimagined in 3D to bring the Winter Warrior energy to life ahead of kickoff.
REIMAGINED Gjallarhorn Platform
A bold reimagining of the Gjallarhorn platform brought renewed energy, visual impact, and storytelling potential to one of the team’s most iconic traditions — all while tastefully incorporating partners.
Minnesota native and Hall of Fame catcher Joe Mauer sounded the Gjallarhorn at kickoff.
Mauer wore the limited-edition Winter Whiteout UNRL Impact Full Zip during the pregame ceremony.
New display featured innovative dichroic film materials provided by partner 3M.
Original display featured a darker backdrop with traditional purple and gold tones.
Proposed design and structure utilized existing framework while introducing modern, light-reflective elements.
Proposed layout for Winter Whiteout display, incorporating 3M’s dichroic film for added dimension.
Stadium wide, commemorative jersey towel giveaway
To celebrate the debut of the Winter Warrior uniform, fans received a commemorative jersey towel upon entry — creating a unified stadium moment and giving every guest a keepsake tied to the occasion. The game presentation team amplified the impact with custom videoboard elements and prompts that encouraged fans to wave their towels during key moments, boosting crowd energy, improving engagement, and fueling the team on the field.
sponsored giveaways & activations
Winter Warrior Paper Helmet Giveaway by Pepsi
To celebrate the debut of the first white helmet in team history, the Vikings and Pepsi teamed up on a one-of-a-kind giveaway: custom paper helmets styled after the Winter Warrior design, adding a fun and spirited touch to the fan experience.
Pendleton Whisky Ice Bar & Lounge
The Vikings collaborated with Pendleton Whisky on a limited-edition commemorative bottle to celebrate the Winter Warrior launch. On gameday, Pendleton Whisky fully embraced the theme, activating around the bottle with a custom ice bar and lounge outside the stadium — complete with an ice luge for shots — along with a branded ice bar inside. The result was an immersive, memorable fan experience that reflected the spirit of the Winter Warrior launch while engaging fans in an unforgettable way.
Winter Whiteout themed photo ops
Branded photo ops featuring partners Caribou Coffee and 3M offered fans immersive, shareable moments that extended the Winter Whiteout theme beyond the stadium — blending team pride with sponsor visibility in high-traffic areas.
MN Cutout Photo Op by Caribou Coffee
3M SKOL Photo Op
Salvation Army Donation Beanie
Fans were encouraged to give back during the holiday season through onsite donations to The Salvation Army. Those who contributed $20 or more received a co-branded white beanie as a thank-you — tying charitable impact to the Winter Whiteout experience.
