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Client Testimonial:
Partnering with DMi has proved invaluable for my company. Our online sales have skyrocketed, and our marketing dollars are going farther than ever before. In addition, DMi has motivated our call center staff and improved our customer service dramatically. DMi emphasizes accountability and provides detailed results reports, which allow us to be more strategic and efficient.
— Peter Capolino, President, Mitchell & Ness Nostalgia Co.
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DMi Partners - Mitchell & Ness "Back to Old School" Creative
Concepts as run on .com
 "Sports Heroes"
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The concept for this advertisement, which faired the best on both SI.com and ESPN.com in conversion to sales, used well-known heroes in the history of sports to evoke an air of authoritative nostalgia appropriate to the Mitchell & Ness brand. As a call to action tied into the Hero concept of the advertisement, "Suit up" humorously conveyed an effective sense of action and urgency among Mitchell & Ness's niche audience of avid sports fans. By clicking on the banner, users were redirected to a unique landing page, reinforcing the impressive stats and memorable moments of the aforementioned heroes, as well as the nostalgia aspects of the Mitchell & Ness campaign.
"Dates"
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This concept served as an alternate way to test and challenge the knowledge of the extreme sports fans within Mitchell & Ness's audience. A rhetorical quiz about a player (jersey shown, but not named) and significant dates in each player's career, the advertisement worked to entertain and intrigue the "niche within the niche" of the Mitchell & Ness targeted consumer audience - the people that claim to be the "ultimate fan." The trivia questions piqued users' interest in the ad, and once they clicked on the banner, they were redirected to a unique landing page that answered the trivia questions and reinforced the Mitchell & Ness campaign.
"Names"
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Similar to the advertisements highlighting heroes of sports history, this concept aimed to paint a picture of sports nostalgia and authority by intentionally using names that required little explanation. By highlighting certain players of the past in a collage format on the screen that users would recognize, DMi was able to not only evoke nostalgia for days of sports past, but also showcase the specialized Mitchell & Ness player inventory, and further the brand name awareness of Mitchell & Ness.
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