Case Study: Dallas Cowboys achieve record-breaking fan engagement with Loyalty360

How the Dallas Cowboys Win Fan Engagement

Loyalty360 presents the Dallas Cowboys’ challenge of moving beyond seasonal, traditional marketing to win year‑round fan engagement and activate under‑engaged demographics. The Cowboys needed an “always on,” content‑driven approach to replace reliance on billboards and game‑day messaging and to better meet fans’ expectations across digital and social channels.

Loyalty360 documents the Cowboys’ solution: a high‑quality, agile content strategy — including lifestyle‑focused storytelling under the “The Cowboys Way” umbrella, viral video content, and rapid activations such as the Wiz Khalifa “We Dem Boyz” deal — to increase relevance and speed. The results were tangible: a player‑reaction video became the most‑watched in NFL team website history by a factor of five, faster merchandising (contract in 72 hours, T‑shirts in five days), and improved engagement and audience balance (notably increased appeal beyond an 80% male website audience).

Dallas Cowboys