Align Technology optimizes Invisalign® NFL sponsorship with marketing kits

Align Technology is a global medical device company specializing in designing, manufacturing, and marketing orthodontic products. They are best known for the Invisalign® clear aligner system, which offers clear, removable aligners as an alternative to traditional metal braces in orthodontics.

In 2020, Invisalign® became the Official Clear Aligner Sponsor of the NFL. This presented a huge opportunity for Align Technology to get its flagship product in front of millions of NFL game viewers.

Align approached BrandMuscle to produce marketing materials to optimize their NFL sponsorship — and get the best ROI possible. Align was looking for a way to leverage this national sponsorship to ensure its messaging reached the local level.

With the help of BrandMuscle, Align took advantage of their vast network of partner dentists across the United States. Over 6,000 sports marketing kits were customized for a dozen NFL teams as well as the NHL’s Carolina Hurricanes.

The campaign tapped into each community’s fanbase by combining a sense of playful competition with the proven results of the Invisalign® brand.

A few examples included:

• “The official smile of the Carolina Hurricanes.”
• “Winning smiles start with Invisalign clear aligners.”

For this campaign to be impactful, speed and direct targeting were essential. Align leveraged BrandMuscle’s 35,000-square-foot digital print and production facility to create 3,000 high-volume, high-quality print jobs for Align’s top dentists.

BrandMuscle also worked with Align to produce and warehouse co-branded NFL merchandise for partner dentist offices, placing the Invisalign® logo beside the NFL’s instantly recognizable logo on shirts, coats, caps, and footballs.

Combined with social media assets and Align’s national advertising during NFL games, the sponsorship messaging reached potential customers at the local level.