THE ASK
Bring Velveeta’s “Respect the Drip” platform to life with the Kansas City Chiefs in a way that felt authentic to Chiefs Kingdom and turned fan passion into the spotlight.
THE IDEA
No fan respects the drip like Chiefs fans.
Velveeta Drip Check made game day style the main event. Inspired by how players show off their tunnel fits, we treated fans like MVPs, rewarding the drippiest looks with in-stadium moments, VIP treatment, and real perks. Velveeta claimed its role as the Official Drip of the Kansas City Chiefs.
THE EXECUTION
Fans were featured live through stadium takeovers that celebrated their drip. At the tailgate, the Drip Check Tunnel gave fans an athlete-level entrance with lights, music, gold smoke, and downloadable content they could instantly share.
VELVEETA DRIP CHECK X KANSAS CITY CHIEFS
THE RESULT
Fans lined up to participate and show off.
Across the first two home games, hundreds of fan tunnel videos were captured and shared, generating over 150K estimated impressions. Engagement grew game over game, proving Velveeta earned a real place in Chiefs culture.
