NerdWallet x Colorado Rockies

In late 2022, NerdWallet launched its first-ever sports sponsorship work, and as a huge sports fan, I was thrilled to be the lead content strategist on the team. One of the key markets we wanted to build awareness in was Denver, home of the Colorado Rockies. I live just outside of Denver, so I was pumped for the chance to work with the Rockies — I love baseball, and as a bonus, Coors Field is one of the most beautiful ballparks in the country.

This work has been a ton of fun. I really enjoy the challenge of using copy to allude to sports terminology and local points of pride, all while integrating key messages and maintaining the NerdWallet brand voice. What’s most exciting is that we’ve already seen evidence that this work is making an impact — as of June 2023, we’ve recorded a 4.83% increase in website sessions in Denver, and 30% of Rockies fans are aware of NerdWallet as an advertiser. Baseball season is just getting started, so I can’t wait to see what those numbers look like later in the year.

Coors Field Placements

My favorite NerdWallet placements at Coors Fields are these LED signs located right behind home plate. The challenge here was that these signs would be showing when both the Rockies and their opponents were at bat, so I needed to come up with copy that worked no mater who was swinging. We landed on “NerdWallet: Your home base for comparing top financial products” — a line that leans into its surroundings, clearly communicates what NerdWallet does, and doesn’t get us into hot water with Rockies fans by cheering on the visiting team.

On the other hand, these LEDs would be showing only when the Rockies were pitching — so in this case, I didn’t have to be quite as neutral with the copy. The result is a really fun placement that leverages the excitement fans feel when their man is on the mound.

Finally, here are a couple of photos that show what the ballpark and concourse TV screens look like when a play is under review. I particularly like the use of the term “changeup” in the TV screen L-bar.

Landing Page

Some of our placements at Coors Field include QR codes that point to our Rockies landing page, which features a curated selection of NerdWallet articles. The landing page compares Rockies fans’ baseball obsession to NerdWallet’s financial obsession in order to position our website as a smart destination for information on savings accounts, credit cards, investing products, and more. The inclusion of the Rockies logo and Coors Field imagery further personalizes the experience to Rockies fans — check out the live site to get the full parallax effect! The screenshot below reflects my original copy, but copy may have been updated since publication.

McGregor Square

During the 2022-2023 holiday season, NerdWallet had the opportunity to place out-of-home advertising in McGregor Square, a popular shopping, dining, and entertainment plaza adjacent to Coors Field. The first asset below was shown on a huge outdoor TV screen alongside live sports, and the second asset was displayed near the entrance to an ice skating rink. I was lucky enough to see these assets in person the weekend they launched — scroll down for some in-situation shots.

Content Strategist: Laura Orozco

Visual Designers: Amal Chandaria (Coors Field and McGregor Square), Natalie Garnett (McGregor Square), Charlene Tsang (Landing Page)

Web Developer: Brian Villanueva

Motion Designer: Matt Stark