Yes. The Sharks made the playoffs in 2019 and Division of Labor developed an entire campaign called Playoff Mode. (Yes, just like the NBA started doing well after we did it.) Playoff Mode had a number of componants, but one of them was the idea of giving away free tattoos to fans. But there was initially something more; the grand prize was for a few lucky fans to get Sharks tattoos in a private viewing suit DURING the game. We wanted fans to lie on a tattoo table and get inked while watching the playoffs. But the health department and the lawyers said no. So we turned it into a community event. Division of Labor is a top ad agency in San Francisco and they have been the agency of record for the San Jose Sharks since 2017.

Division of Labor partnered with three local tattoo parlors, one per away game. The first fans to the shop on game day would get one of five Sharks tattoos, free. Division of Labor is one of the top ad agencies in the Bay Area, so we know how to get attention and build awareness. We made digital and social ads. We made a hype video commercial featuring Sharks fans and their Sharks ink. And people went crazy. They showed up the night before, lining up and sleeping on the sidewalks. We quickly printed up official place cards so people had their place in line. Every TV station showed up to cover tattoo giveaway.

We were all ready, but the lines were too long. The shops had to stay open late to get everyone inked and they even gave away vouchers to people who couldn’t get in the door before game time. That’s a long way of saying, no. No DoL ink.