I first saw the Join the Tribe/Mask commercial during last season's NCAA Women's lacrosse finals. I love advertising, social media, and all things involved in my career choice, but lacrosse is my first true love. I loved the idea behind the commercial - using lacrosse equipment to create a tribal mask.
For those that do not know much about lacrosse, it is America’s oldest sport and was played by Native Americans for a number of reasons. It is not America’s fastest growing sport and is known as the fastest sport on two feet. I also like to refer to it as the best sport ever. (For more info on the history of lacrosse, visit the US Lacrosse website!)
But I digress. Brine invites its audience to “Join the Tribe” by logging onto its site to create a personalized tribal mask made of lacrosse equipment. Creators can choose to make a mask out of a pre-made mask, form a mask around a stencil, or start with a blank canvas. Users click and drag Brine equipment to form their mask and then can save them to the Brine gallery. There is also a download option that allows the new tribe members to download their mask in various sizes that include an iPhone and Icon-sized option. Brine also features tribe member’s masks in its print ads.
What I really like about this interactive campaign, besides the creative, is the ability to build a tighter community of lacrosse players. Plus, it’s fun! Check out my tribal mask below. It’s called “Raider” after my high school team where I began my lacrosse experience.
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