How do we reimagine Frisbee beyond Ultimate?


OPPORTUNITY:

Increase sales by cultivating smaller group play. (A big game only needs one Frisbee).

INSIGHT: 

Frisbee was not created to be an epic competition. Unlike most traditional sports, Frisbee is just a chill way to connect.

STRATEGY: 

Frisbee is not a game to be practiced- it is something that is just played for fun. 

 

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THE PATH WE TOOK TO GET THERE

Use Crimson Hexagon to understand the conversation around Frisbee -> Visit an Ultimate Game -> Research the origin of Frisbee -> Unpack the Space and Messaging of traditional sports -> Craft a brief -> Create print ads and a few Extensions -> Presentation -> Create more extensions based on feedback


 

 

THE SITUATION

Frisbee is frozen in the sports space. Through social listening we discovered the online conversation surrounding Frisbee has become very saturated with the intensity of the popular game, Ultimate. 

 

THE OPPORTUNITY 

After visiting an Ultimate game, we realized that you only need one Frisbee for large game play. We saw an opportunity to cultivate smaller group play beyond the game

 

WE DISCOVERED

We researched the category Frisbee was currently living in, sports, and found a series of intense rallying cries. The messages were ultra-focused on working hard to achieve an end goal, to be the best. 

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Frisbee, in comparison, was born chill. Frisbee was invented when a group of guys threw around a pizza tin from a pizza restaurant, Frisbie's pies. Frisbee was created as a way to connect not as a way to compete. 

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The beers afterward are just as important as the game itself.
— Frisbee player

 

INSIGHT

Frisbee is more than a traditional sport. Frisbee was not created to be an epic competition; it was another way for a group of friends to hang out.

STRATEGY

Frisbee is not a game to be practiced- it is something that is just played for fun. 

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Parks: A bench so chill- it's now a couch.

 
 

 

Point of Purchase & Product Extensions: For the Nahhthlete

 

Chill Frisbee plays: on Instagram

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The Frisbee League: Around the US we will have a variety of teams that can be joined, no winners or losers, just fun.

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Frisbee Vending machines outside of stadiums: No matter how your team did, Frisbee is the sport you can't lose in.

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Teammates: Kate Ursu (CW), Mike Lee (AD)