Every Bills fan has a story.

For our friends at Highmark, holding the naming rights to the home of the Buffalo Bills is an honor that far transcends the brand exposure, reputation, and promotional benefits that often accompany a sponsorship of this magnitude. That’s because in addition to all the logo placements and signage opportunities, the stadium that sits at 1 Bills Drive holds a priceless sentimental value to fans all over the globe.

With the construction of a brand-new, state-of-the-art facility currently underway just across the street, Highmark wanted a way to help all the memories made at the old stadium live on somewhere more permanent than the cerebral cortex.

MAKING A MEMORY MOBILE.

After much brainstorming, we arrived at our eureka. A fully-branded trailer with two video recording rooms to capture fan memories as they enter the stadium on gameday.

We dreamt it, now we just had to make it. Because believe it or not, they don’t just churn these vehicles out at RV World. So for 18 months, our production, account, creative, and video teams worked alongside the Highmark team and some incredible vendors to bring this dream to life from scratch.

Beginning with a basic 20-foot trailer, we designed and sourced flooring, memory-evoking acoustic wall panels, authentic stadium seating, custom vinyl wrapping, microphones, camera packages, signed footballs, a Bills Elvis guitar, “On Air” signs, and more. The cherry on top? Branding our trailer the Highmark Stadium TaleGate.

OUR PARKING LOT PARTY.

After all this hard work, we were thrilled to debut the Highmark Stadium TaleGate at the Return of the Red and Blue Practice on August 2, 2024. Individuals, couples, and even entire groups of fans stopped by to help us capture nearly 100 unique stories that made us smile, laugh, and maybe even shed a tear.

We promoted this event and future appearances through social posts with the legendary Thurman Thomas and media coverage secured by our rockstar PR team, helping us increase our stories recorded to around 500 after the first two regular season home games. But of course, who wouldn’t want to participate when you get to leave with your choice of a car magnet, “Kick my heels up and SHOUT” shoelaces, or a trendy new belt bag?

NOSTALGIA ACTIVATED.

How we plan to use all these stories? You’ll just have to wait and see. But in the meantime, here’s a sneak peek.

Want to share your story? It’s not too late! There will be one last chance to catch the Highmark Stadium TaleGate trailer outside Gate 5 before the 49ers game on December 1.

Follow @bcbswny on Instagram to find out more. See you there!