The Emerald City & The 12th Man

If you’re like me, then you think that cities are by far man’s greatest creation.

“A city is where you can sign a petition, boo the chief justice, fish off a pier, gaze at a hippopotamus, buy a flower at the corner, or get a good hamburger or a bad girl at 4 A.M. A city is where sirens make white streaks of sound in the sky and foghorns speak in dark grays.” -Herb Caen

Boston, New York, Philadelphia, these are the cities that people from around here are familiar with and love. But have you ever been to Seattle? I have been traveling to Seattle, WA every summer since 2011, and I can tell you from first hand experience that the Emerald City is like nothing you’ve ever seen before.

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In and around Seattle I’ve fished for sockeye salmon, gone shooting, toured the plants and  facilities of some of Americas greatest companies (Microsoft and Boeing to name a few) and eaten fantastic sushi. Once I even took a tour around the city on a Segway. Embarrassing but fun; those things can rip!

Seattle is a beautiful city that is much more up to date than anything on the east coast. The winters are less brutal, the job market is great, and the area is gorgeous. Random people say hello to you as you walk down the street! Try saying hello to a random stranger in New York City (spoiler: you’ll get ignored). It’s basically the perfect place to live if you ask me. I know what your thinking “Kyle what about the rain!”.  I don’t want to hear about the rain. Did you know know that there s actually more annual precipitation in Boston than Seattle on average?

On top of all of this, Seattle is home to a great NFL franchise, the Seahawks, as well as a brilliant marketing campaign, the 12th man.

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The 12th man marketing campaign was devised by the franchise in 2003, but it didn’t really take off until about 7 years later in 2010. Since then it has helped to produced a Guinness world record and, arguably, a Super Bowl title. How many other marketing campaigns can say that? What the Seahawks have taught us with their brilliant campaign is a very simple but important lesson; when you make people feel like they are truly part of something big, they respond, loudly! The 12th man concept gave Seahawks fans a chance to feel like they were really part of the team, and that is a very powerful feeling. Needless to say, the 12th man phenomenon is an example of a marketing job well done. There is only one problem though, the Kansas City Chiefs broke Seattle’s loudest crowd record  by creating  a roaring 142.2 decibels worth of sound just last Monday. We’ll have to wait and see whether or not Chiefs fans can hold on to the title, or if the crown for the loudest fans is truly for the birds.

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