Red Thread PR (RTPR), an independent public relations agency known for strategic communications expertise and sister agency Born and Raised, have won a Silver Award in the Out-of-Home/Installation category at the Philly Metro Area ADDYs for their experiential concept The Dawg House, for client NJM Insurance.
Created as part of NJM’s expansion into Ohio and sponsorship with the Cleveland Browns, The Dawg House transformed traditional sponsorship into a fan-first branded environment designed specifically for Browns fans and the legendary Dawg Pound.
Located steps away from Huntington Bank Field, the oversized custom built dog house gave NJM prime real estate at every Browns home game, both on-site and in fans’ minds. The space served as the ultimate game-day destination throughout the season, featuring meet and greets with Browns alumni and mascots, Madden tournaments, premium seat upgrade raffles, exclusive memorabilia and swag giveaways, giving fans a place to honor the Dawg Pound’s legacy while making new memories with fellow Browns faithful.
“As NJM expanded into Ohio, we wanted to do more than simply show up as another sponsor – we wanted to become part of the fan experience,” said Cam Maio, Vice President of Marketing at NJM. “The Dawg House helped us connect with Browns fans in a meaningful way, and we’re proud to see the work recognized by the ADDYs.”
The Dawg House resonated beyond the stadium, earning regional coverage and extending NJM’s presence in Browns culture throughout the season. Ultimately, the activation strengthened fan familiarity and sponsor recall while delivering a top-ranked fan experience – providing NJM was more than a sponsor, but a true part of the Dawg Pound.
From its initial teaser at Browns Training Camp in July to its final activation of the season, The Dawg House became a must-stop destination and the cornerstone of Dawg Pound XL, a season-long celebration of the fanbase’s 40th anniversary.
“The work shows that cultural credibility beats logo placement – and that the strongest sponsorships don’t get in the way of sports culture, they add to it,” said Karen Alberto, PR and Partnerships Manager, Red Thread PR.