The Dawg House

How do you prove to an NFL fanbase known as the Dawg Pound that you're not just a typical corporate sponsor? You build an oversized dog house, drop it right outside the team's stadium, then pack it with exclusive memorabilia, Madden tournaments, meet and greets, free swag, and more. At least, that's what we did for NJM Insurance's partnership with the Cleveland Browns.

NJM Insurance x Cleveland Browns

Brand Activation & Production

Dawg House Launch Video

Located steps away from Huntington Bank Field, the activation gave NJM prime real estate at every Browns home game, both on-site and in fans’ minds.

Dawg House Interior

Madden Tournaments

Fans Getting Hype

Meet & Greet with Browns Legend, Greg Pruitt

In just the first week, the Dawg House generated nearly 2 million earned media impressions. By the sixth activation, NJM’s general sponsor recall among Browns fans soared to a record 34.76%. And fan familiarity with the Dawg House climbed 28% – proving that each activation drove stronger brand recognition, greater engagement, and deeper connection with Browns fans.

Timelapse Video of Dawg House Construction

Brand Ambassador

Dawg House Meet & Greet

Dawg House Swag

Corn Hole Action

The back of the Dawg House featured two flatscreen TV "windows" where these big, badass dawg eyes gazed out at fans.

Art Direction: Zachary Haines

Creative Direction: Scott Cirlin, Kaitlyn Castillo, Meredith Schwinder, Chris Genier, Garry Greenberg

PR: Karen Alberto, Nicole Gainer, Dylan Kuhn

Built in Partnership with The Rogers Company

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