HOUSTON – The Houston Texans received a Crystal Award from the Houston chapter of the American Marketing Association at the 26th Annual Crystal Awards dinner Thursday evening. The Texans were honored in the category of best Advertising - TV Campaign, Two or More.
The Texans' winning entry was for the commercial spots that the team produced in 2011. The commercials were a part of the Texans' "Unleash The Spirit" campaign in which fans told their own stories about what made gameday special to them (link). The team selected 10 fans and invited them to Reliant Stadium for a photo and commercial shoot, turning those stories into ads highlighting the emotional and personal benefits of attending Texans games.
The Crystal Awards celebrate the best marketing and public relations efforts in Houston each year. Each entry is judged on five criteria: the situation or challenge presented; the objective(s) of the campaign; its strategy and tactics; its message alignment to the target audience; and its results.