Objective: Leverage the Eagles’ Super Bowl run, and the city’s re-energized civic pride, to inspire locals to become Philadelphia ambassadors.

Inight: When Philadelphians feel proud, they don’t just celebrate — they share it.

Idea: “Bird Calls,” a citywide activation inviting fans to “call in” messages of love for the Eagles and their city.

Execution: 

• Vintage rotary Phones placed across Philadelpia including Dilworth Park, Mayfair Diner, Pat’s King of Steaks and Temple University, plus a roving mobile unit.

• Coasters featuring the hotline number distributed to bars and restaurants citywide.

• Social and digital content shared fan messages in real time, driving a groundswell of love for Philly.

• Supported by coordinated PR, web, and influencer engagement.

Results:

• 2,850+ fan calls and 37K+ web pageviews, making it the ninth-most-visited page of the year on visitphilly.com…in one week.

• 1.87M social impressions, 139K+ engagements, and 1.48M video views, with a 7.6% engagement rate.

• 119 media hits, including Good Morning America.

• Celebrity participation from Patti LaBelle, Philadelphia Freeway, Alejandro Bedoya, Chris Jenkins, and Patty Jackson.