The Broncos on Monday unveiled a new initiative at Sports Authority Field at Mile High aimed at engaging fans on social media even when the team is not playing. Called #MileHighFive, there are two banners hanging near the stadium’s main entrance featuring WR Demaryius Thomas and LB Von Miller with their arms extended and hands facing outward. Visiting fans can position themselves so that it appears they are giving the players a high five. Broncos Marketing Dir Ted Santiago said, “This is something unique to only the Broncos and we want to ensure that our fans share using #MileHighFive to elevate our brand presence on a game day. The desired result is that it becomes viral in nature and creates a fan experience with the brand whether or not on game day.” Being that this is a social media-based campaign, the Broncos leveraged their social platforms as well as in-game assets to introduce the #MileHighFive initiative to fans. The Broncos had their cheerleaders, mascots and former players take photos and videos to show fans how to participate. To ensure fans are positioned properly, the club will have signage and floor stencils to mark the locations to participate. “We are always looking for ways to be innovative and creative in everything we do," Santiago said. "Our player banners are located on prime real estate at the front door to our stadium and we wanted to make sure we take full advantage of the space where fans congregate on both game days and non-game days. This initiative was conceived to help make this location a destination or city landmark of sorts and to provide an interactive brand touchpoint for all fans whether or not they have access to tickets.” Santiago noted that the Thomas and Miller banners will not change this season.
