JUSTIN LUND
Creative Director & Brand Storyteller
Official Home of the Minnesota Vikings | FOX 9 (2019)
Building the Creative Engine Behind FOX 9's NFL Partnership. Skol Vikings.
Overview
COMPANY: FOX 9 KMSP-TV, Minnesota
ROLE: Creative Producer
PROJECT TYPE: Sports Marketing, Broadcast Promotion, Partnership Activation
PARTNER: Minnesota Vikings
PRIMARY GOAL: Strengthen FOX 9’s position as the go-to local broadcast home for Vikings coverage
KEY WORK: Image campaigns, show promotion, field production, sponsor integrations, fan content, sales support
ROLE: Producer, Editor
BROADCAST TUNE-IN
ROLE: Producer, Editor
The Challenge
When FOX 9 became The Official Home of the Minnesota Vikings, the station gained something every local sports brand wants: real access.
That access included practices, games, team events, special reports, player stories, and exclusive Vikings programming. The station needed to turn the partnership into a clear promise to viewers.
The challenge was to make FOX 9 feel like the place Vikings fans could count on for the full picture: every update, every storyline, every game-week conversation, and the kind of behind-the-scenes access they could not get anywhere else.
"It's a Minneapolis Miracle!" -Paul Allen
The Strategy
The mission was to build a full promotional environment around the Vikings partnership. The collective power of FOX 9's award-winning newsroom was put behind covering every angle of the NFL organization across linear and digital platforms.
Additionally, the powerful news brand launched several original programs, including Vikings Gameday Live, a Sunday morning preview show broadcast from U.S. Bank Stadium, and Vikings Live, a Thursday night football preview show produced from the Vikings Entertainment Network studio at the team’s practice facility.
Finally, every program, every special report, and even the partnership as a whole would be promoted with station inventory across broadcast, digital, social, and sales activation opportunities.
The creative approach was to position FOX 9 as the Twin Cities station with the strongest access, the most familiar local sports voices, and the most complete Vikings coverage.
ORIGINAL PROGRAMS
ROLE: Producer, Editor
My Contribution
As the lead creative producer in our department on the Vikings account, I created promotional work across the full partnership.
I produced image campaigns for Vikings Gameday Live, Vikings Live, and the broader Official Home of the Minnesota Vikings station brand. I regularly filmed at the Vikings practice facility, captured sideline footage during games, edited fan-focused montages, and created bonus season content that connected FOX 9’s brand to the energy of Vikings football.
I also supported revenue-driving work tied to the partnership, including sponsor integrations, ticket giveaways, sales campaigns, and promotional assets built around Vikings programming and fan engagement.
