NFL KICKOFF
Business Problem: The NFL needed to get people – especially younger fans – talking about the upcoming season.
Creative Solution: Join the conversation already underway. And admit the unthinkable – the NFL is scripted.
THE TABLE READ
Season highlights
Team
ECD: Zach Hilder, CD: Jason LaFlore, Matt Turnier, Sr AD: Justin Batten
Results
‘You Can’t Make This Stuff Up’ was the most talked about NFL Kick-Off campaign in recent history, with 97.2K mentions on social, a 17x YoY increase in conversation, and an earned reach of 1.8B – with no paid media. It also garnered a 72% YoY increase in press coverage with 60M earned media impressions and 169 articles across pop culture outlets including a full segment on the TODAY show.
Finally, the campaign contributed to a 27% YoY increase in Kick-Off viewership to 27.5M - an increase of 6.6M. And it helped shift perceptions among young, casual fans – driving 49% to consider NFL games “Can’t Miss” viewing. Hardware:
2x Cannes Lions (2x bronze)
1x Clio (1x Bronze)
6x Clio Sports (1x gold, 3x silver, 2x bronze)
1x Effie (1x silver)
1x One Show Merit
1x ADC Merit
1x Webby Nomination
Additional Recognition:
AdAge Top 5, Sports Illustrated, NBC, MSN, The Drum, AdWeek, Muse by Clio, Pro Football Network, Bleacher Report, CBS Sports, The US Sun, Fox, Yahoo.