Bears Bring Back Successful "Bear Down" Campaign, With Bigger Social Media Push

The Bears' "massive advertising campaign" for the '15 season "will continue on with the 'Bear Down' theme that was successfully introduced last year," according to Lewis Lazare of the CHICAGO BUSINESS JOURNAL. This year's marketing effort "will have a much more well-developed and more visible social media component," and the team's special events and charity efforts "will be showcased more than usual." The campaign was created by the team's longtime ad agency of record, Two by Four. Agency President & Exec Creative Dir David Stevenson said that this year's campaign aims to play off of the "very strong connection between the Bears and the team's fan base." He added that the campaign will be "much more segmented to appeal to specific target audiences within the Bears' total fan base." Lazare noted some elements of the campaign "could be aimed at hard core fans, while others might target women, younger audiences or, of course, the digital and social media crowd. Two by Four "will create a number of digital videos to be posted this season," along with new TV spots that are "in the works" (BIZJOURNALS.com, 7/20).