Archive for the ‘nfl’ tag
Matthew Klar, Director of Strategy at recently acquired sports and entertainment sponsorship consultancy S&E Sponsorship shares some fresh insights on Super Bowl ads in the new media context that has seen for the first time U.S. ads broadcast on the American feed in Canada.
Last night’s Super Bowl 51 was a momentous game on many counts. The event saw the first overtime minutes played during a Super Bowl and the New England Patriots quarterback Tom Brady coming back in the fourth quarter to earn a record fifth championship ring.
With the dropping of simultaneous substitution, it was also the first night that U.S. ads appeared on the American feed in Canada. The appeal from Bell and NFL Canada against the CRTC’s order is being heard tomorrow, so it remains to be seen if the U.S. commercials will be seen in Canada going forward.
The pundits MiC tapped all chose to watch the U.S. feed. Read on to find out why, as well as their favourite ads and whether they see a value in Canadian brands continuing to buy into the game.
Click here to read the rest of the article
This article was originally published in Media in Canada
Check out the cool, innovative work our sister agency Team Epic/MKTG has been cranking out! Just in time for the 2nd half of the NFL season, Team Epic/MKTG are proud to announce the first mobile keyboard app for a brand sponsor – SNICKERS Stickers – which just launched for iOS and android.
Download it here: onelink.to/SnickersStickers
Building on the brand’s new NFL Hunger bars and the “You’re off your game when you’re hungry” campaign, SNICKERS Stickers allows consumers to talk smack and express themselves in social and SMS Messaging through a branded keyboard filled with custom bars, team partners and other sharable content. As messaging is the #1 mobile activity across all phones (smart and feature) worldwide, eclipsing even social media, we’re excited to help build out this asset and lead the Mars client into the brave new feed-first, mobile by design world.
The launch is being supported by Snickers social channels, NFL players and team partners, paid social & targeted online ads.
–Contributed by Team Epic/MKTG
We are so thrilled and proud to have been representing the San Francisco Bay Area Super Bowl 50 Host Committee for the last 16 months, including developing and running THIS AWESOME TOUR. It has been such an exciting road and we can hardly contain ourselves that The Big Game less than 20 days away. And, the major fan activations kick off on January 30th across the Bay Area, just 12 days from now!
MKTG and Team Epic have got you covered, as we are helping some of SB50’s biggest partners activate fan experiences like you’ve never seen before. From events at the NFL Experience at the Moscone Center, to Super Bowl City along Market Street, and beyond, follow us on our social feeds (and our hashtag #MKTGEpic) listed below. We’ll not only help you prepare for your visit to The Bay Area, but keep you posted in real time thanks to our on-the-ground team who will be in the thick of it all. The countdown continues and WE ARE READY!
To celebrate MKTG’s new global Headquarters and to kick-off the football season, MKTG and TopSpin Charity welcomed clients, influencers and employees for a casual evening of fun, food and football! We streamed the NFL kick-off game and soccer player, Olympic Gold medalist, and World Cup Champion Alex Morgan even stopped by to say hello! Take a look at the photos from this amazing night below!
The 50 Tour: Champions of the Bay Presented by Chevron is the Host Committee’s mobile exhibit designed to celebrate the history of the Bay Area’s championship teams, the Oakland Raiders and the San Francisco 49ers. Our MKTG SF team is thrilled to be a part of this and get people pumped up for “the biggest Super Bowl the NFL ever celebrated, and one that will be uniquely Bay Area!”
What’s on tap at the 50 Tour
Champions Row: Eight Bay Area Super Bowl Vince Lombardi Trophies will be on display – five from the San Francisco 49ers and three from the Oakland Raiders – with photo montages capturing the championship wins. The 50 Tour will be the first time that all eight championship trophies will be displayed together.
The Chevron STEM Zone: An initiative to promote higher education in science, technology, engineering, and math, the Chevron STEM Zone will invite Tour visitors to learn more about the science of football. Together, Chevron and the 49ers Foundation have donated $4 million dedicated to providing engaging STEM curriculum for Santa Clara area students.
Super Bowl High School Honor Roll: This 50 Tour Super Bowl High School Honor Roll display will feature the greater Bay Area high schools and communities that have contributed to Super Bowl history, highlighting 99 players and coaches from the greater Bay Area region.
PLAY 60, Play On: Produced in partnership with the NFL Foundation, this interactive play zone will include an NFL PLAY 60 obstacle course, football-themed play extravaganza’s led by Playworks and an Imagination Playground – an innovative play system that inspires children’s creativity. In partnership with KaBOOM!, Playworks, and U.S. Fund For UNICEF, Play 60, Play On will bring physically active, imaginative and interactive play to children where they are.
The Re(a)d Zone: This family-friendly space will encourage a love for reading with access to thousands of digital titles and learning games and NFL players and Legends and other local celebrities hosting reading hours as part of the Host Committee’s early literacy initiative focused on increasing third-grade proficiency throughout the Bay Area.
Autograph Sessions: Fans will have the opportunity to meet current and former NFL players, as well as other Bay Area champions.
50 Tour Dates
September 9-10: NFL Kickoff Celebration, San Francisco
September 12 – 13: Mountain View Art & Wine Festival, Mountain View
September 18: Downtown Date Night at Fremont Street Eats, Fremont
September 19 – 20: Santa Clara Art and Wine Festival, Santa Clara
September 26-27: Pacific Coast Fog Fest, Pacifica
October 2 – 4: Sonoma Harvest Fair, Sonoma County Fairgrounds, Santa Rosa
October 11: Viva Calle SJ, San Jose
October 22: San Francisco 49ers vs Seattle Seahawks, Levi’s Stadium
October 31 – November 1: Super Fright Night on the Waterfront, Vallejo
November 7 – 8: Santa Cruz Beach Boardwalk, Santa Cruz
November 15: Oakland Raiders vs Minnesota Vikings Game
MKTG INC is proud to be an official partner and supporter of the Beyond Sport United 2015 conference.
This morning on the floor of the Prudential Center, 500 sports and philanthropy executives gathered for Beyond Sport United 2015. Supported by MKTG INC and backed by US Major Leagues MLB, MLS, NBA, NFL, NHL and WNBA, the summit brings together the most powerful sport-led, social innovators and global leaders to discuss how sports teams and leagues can drive positive social change both locally and globally.
Some quick sports trivia: How many celebrities crossed an MKTG-affiliated threshold at this year’s Super Bowl? Answer: At least 100 yards’ worth. From Nick Lachey to Nick Jonas, from Erin Andrews to Andrew Luck, from Mark Teixeira to Mark Sanchez, MKTG collaborated on no fewer than 4 different brand activations throughout the Big Game weekend.
NFL BARBER SHOP
Super Bowl Media Day took place on the Tuesday before Super Bowl XLIX at the US Airways Center in downtown Phoenix, Arizona. To help make players and personalities feel at home before their media interviews, MKTG INC tempted up with the NFL to create a premium lounge experience for Seattle Seahawks players.
The NFL’s Barbershop experience staffed top celebrity barbers for players about to “go live” on camera. The service menu included everything from haircuts to straight razor shaves to trims to hot towels.
As soon as the doors opened, the Barbershop was crowded with Seahawks looking for a pre-camera makeover. Several players even asked for in-room hotel visits from our celebrity barbers, so they could look their best before the big game.
A little bit of background: The Superb Owl is the international take on the celebrations surrounding the American Football Championship game, the Super Bowl. The idea was concepted by 5 English pals – some living in London and some in NYC – who wanted to create a unique experience unlike the usual testosterone-fueled, beer & wing fest that go hand-in-hand with the Super Bowl.
This event is part networking, part spectacle with light entertainment and a quintessentially English theme.
Now in its 3rd year (and best year yet!), the Superb Owl has evolved into a staple event for key influencers in the Sports & Entertainment industry, various US & UK media partners, key clients and prospective clients. This year’s Superb Owl, which has been hosted by MKTG and the 5 “Owls” from the UK in the years prior, was joined by a third host, psLIVE.
The cross-agency collaboration enjoyed record turnout for a jolly good night of networking, noshing and libations.
TEQUILA DON JULIO AND 1OAK PRESENT THE NEON CARNIVAL AT THE BIG GAME
For the fifth year in a row, Tequila Don Julio made an exciting impact on the Big Game Weekend social scene, but this time with something entirely new and unexpected. In collaboration with nightlife impresario 1OAK, the brand brought the legendary Neon Carnival event from the desert of Indio, CA to the desert of Phoenix, AZ for the first time ever.
Hosted at Castles n’ Coasters on Friday, January 30th, this one-of-a-kind exclusive event featured the fun of carnival games and rides, handcrafted cocktails served from the Airstream Speakeasy and the hottest music in town by acclaimed DJs Ruckus and Politik. The buzzed-about event attracted influencers such as actor Chris Evans, NFL star Mark Sanchez, host of VH1’s Morning Buzz Nick Lachey and reality star Audrina Patridge.
The 2nd Annual Wheels Up Super Saturday Tailgate Party pulled out all the stops this year at the Maya Club in Scottsdale with 1,000 members and their guests, which was the talk of Phoenix. Among the celebs in attendance were “Dancing With the Stars” Host/Fox Sportscaster Erin Andrews, “Access Hollywood” host Billy Bush, ESPN “College GameDay” host Kirk Herbstreit, New York Yankee Mark Teixeira, Miami Dolphin Ryan Tannehill, NFL Network host Rich Eisen, Indianapolis Colt Andrew Luck, New Orleans Saint Drew Brees and ESPN host Mike Golic. Singer Nick Jonas performed.
The event featured a cigar roller, pool-top go-go dancers, specialty cocktails, a branded bar and tastings led by National Zacapa Ambassador Robert Pallone.
ALLSTATE MAYHEM SALE
During the Allstate Sugar Bowl, Allstate released an interactive advertisement. Crowd-favorite ad character, Mayhem, proceeded to notify viewers that the couple was out of town. He intentionally broke their property and told viewers that he was selling all of their belongings on www.mayhemsale.com. The URL was active, allowing viewers to go online and actually see all of the couples’ belongings “for sale.” Needless to say, the campaign was a hit, reaching nearly 20 million impressions on Facebook in just one day. We can’t wait to see what they have up their sleeve for the Super Bowl.
Tostitos have partnered with Jimmy Kimmel for several different programs over the past year including “The Worst Contest Ever” in which Kimmel’s viewers were encouraged to send him one chip in the mail. All the chips received were to be put in Kimmel’s bowl and he would eat them while viewing the Tostitos Fiesta Bowl. There were no additional prizes besides knowing that Jimmy Kimmel may have eaten the chip. Additionally, Tostitos recently began a new campaign about being “The Official Chip of the NFL” with fan-favorite coach Chip Kelly of the Philadelphia Eagles. With both campaigns taking place back-to-back, who knows what direction Tostitos will go in their Super Bowl Ad.
Skittles is making a Super Bowl debut this year, releasing their first ever Super Bowl Ad. The teaser to the ad features Kurt Warner and a small group of fans tailgating weeks early in Phoenix out of excitement for the next ad. The brand is clearly excited for their comeback and we can’t wait to see what they have in store.
Doritos held their annual Crash The Super Bowl contest in which consumers are encouraged to create their own Super Bowl ad for Doritos. Doritos selects several finalists and America votes on their favorite. This year, Doritos partnered with Director, Producer and Actress Elizabeth Banks for this contest. Finalists received personalized calls from the Hollywood star notifying them of their accomplishment. The video with the most fan-votes and the video the Doritos brand chooses as their favorite will be aired during the Super Bowl and the creators will receive a $1 million prize as well as an opportunity to work at Universal for one year. The catch? No one knows who the winners are until the spots air on TV.
View the finalist ads HERE and tune into the Super Bowl on February 1 to see which Ads air!
As you’ve probably heard, MKTG INC was acquired by Dentsu Aegis Network this fall. With this exciting development comes the great news that psLIVE, another Dentsu agency, and MKTG INC are now in the same happy agency family. Here’s a note from our new friends in Atlanta:
“With the recent addition of MKTG INC to the Dentsu Aegis Network family, we here in Atlanta are looking forward to working with a great, innovative group. And you then must be wondering – what is with those guys in Atlanta? Who are they? What is their office like? Does it smell like Chick-Fil-A?
Well first, psLIVE is made up of brand strategists, creatives, producers and innovators with a passion for doing things different in order to deliver a better live brand experience. And to be honest, that pretty much describes every one of us. We are a small group of around 60, so each of us wear a lot of hats. We’re all creatives who find ways to do things differently for our clients. At the same time, we’re all producers with frontline field experience. Whether behind the desk or behind the pallet jack, we love every step of the process, from start to finish.
Part of the reason we’re so hands-on is that we have the privilege of having our office attached to our warehouse of truss, trucks and toys. Between our office, warehouse and outdoor storage of buses and trailers, we come to work every day to a 100,000-square-foot operations center. This allows us to be active with our inventory on a day-to-day basis and gives us the space to experiment and have fun. At times our warehouse has been home to inflatables, a functional bar, a helicopter, and a fully serviceable batting cage. Not to mention all of the internal events and parties we can throw in the vast space!
A few of our key clients include AT&T, ESPN, PepsiCo, Peet’s Coffee and Tea, Southwest Airlines, the NFL, the USTA and ConAgra Foods. In addition to Atlanta, we have people in Norwalk and Chicago.
And yes, we are obsessed with Chick-Fil-A. It’s the best.
Photo Credit: Richard Perry/The New York Times
MKTG INC was fortunate enough to sit down with Tracy Perlman, the Vice President of Entertainment Marketing and Promotions with the National Football League. She gave us some great insight into her years at the NFL, how the Halftime Show was born, and what it’s like to be a woman working in sports. MKTG INC produced the NFL’s Legends Lounge, a VIP hospitality area, during this year’s Super Bowl. Enjoy!
MKTG INC Q&A
Tracy Perlman (Vice President of Entertainment Marketing and Promotions, NFL)
Q: You’ve been at the NFL for close to 20 years. How’d you get started?
A: I interviewed during my senior year of college and started the day after college graduation, on my 22nd birthday! I was in the HR department as a floater, so I got to “float” to every department at the League and fill in when someone was out. Talk about learning on the fly! I worked for the Commissioner, in PR, in Football Ops, Events, you name it. After 10 months something that appealed to me was open: a programming coordinator for NFL Films. From there I took the opportunity to grow and develop in different positions. I have worked for the League, NFL Films, NFL Enterprises, NFL Properties and NFL Business Ventures on everything from NFL Sunday Ticket to producing events and TV programming to marketing and promotions to entertainment and players.
Q: What’s the cocktail-party description of your day-to-day job?
A: Working every day to develop content and opportunities to extend our game and our brand beyond the field. A great fan promotion like Together We Make Football; a general audience movie that drives fans to embrace our game; an amazing TV integration that shows moms interacting with our Player Health and Safety platforms. Working with the Legends of the game to create content for NFL Network and NFL.com to show their love for football and put the game in perspective for the fans. It is different every day and it allows me to take the game I love and highlight the passion through entertainment and the player/fan connection.
Q: The NFL has a reputation for seamlessly executing high-profile events, but in the marketing business, we know that sometimes things can go awry. Can you share an example that really tested your ability to stay cool?
A: There are so many I’m not sure where to start! Early in my career, we did a Super Bowl in Atlanta. We were hosting a party for 5,000 people at a place called Dean Estates, 30 minutes outside of the city. All of sudden it started to ice-storm. Atlanta was NOT ready for the weather. We were told to cancel the event because they had no salt for the roads so the busses couldn’t get there. So the day of the event, we moved the entire party into a hotel ballroom. We actually had the National Guard move all the décor. It was pretty crazy! But in the end, it looked like the event was supposed to be there the entire time.
Q: The NFL is as much an entertainment business as it is athletic. How do you strike a balance that keeps both casual and hardcore fans engaged?
A: We are storytellers, and there’s no better storyteller than NFL Films. We appeal to the casual fan who wants to know the personal story and the avid fan who wants to know about the competitiveness. We have offerings that cover everything and we are very careful not to be intrusive when it comes to the competition. We offer avid fans access to things like the Draft and Combine, and we offer casual fans music, entertainment and unique opportunities.
Q: From Halftime Shows to the spread in Marie Claire, a lot is being done to attract and engage female fans. Why is it so important to have so many female fans taking an interest?
A: Female fans make up 45% of our fan base. They are as knowledgeable and as engaged as their male counterparts. Our ratings are up with female fans and we want to keep them interested. We also want them to use football as a connector for their families and friends. We want them be confident in their children playing the game and we want them to engage with our product. Going to them where they are is part of the strategy. Homegating products, women’s apparel, and nailgating with COVERGIRL are all hitting that demo.
Q: Warren Sapp, Jerry Rice, Emmitt Smith: all NFL legends who went on to compete on Dancing with the Stars. How has the evolution of football players into mainstream celebrities affected the NFL’s visibility?
A: It has helped elevate the profile with different demos and expose our players to a new fanbase. A few years ago Emmitt Smith and I were on the NFL Thanksgiving Day parade float and about 100 13-year-old cheerleaders were chanting his name. He had just won Dancing with the Stars. He leaned over and said, “Who would ever have thought that would be part of my fan base?!”
Q: The Super Bowl is coming to the New York area this year. What does it mean to have the world’s most high-profile game played on the country’s biggest stage?
A: It means the most media and entertainment programming coverage we’ve ever had. It means more events, more high-profile media placements, more sponsor activation. It means the standard is elevated and we will strive to deliver!
Q: MKTG INC is producing the Legends Lounge this year. What’s your take on that experience?
A: We want to reconnect our Legends to each other and the game of football. We want to celebrate their accomplishments and have them truly embrace the history. It will be an amazing opportunity to see guys reconnect for the first time in years. It will create the standard for all Legends events moving forward.
Q: The NFL is a strong supporter of many charitable causes, from support of the military to cancer awareness. Is there one that rings particularly true to you?
A: Play60 and fighting childhood obesity is a cause that we can all stand behind. We want to make sure we communicate to our fans that you can have a truly balanced lifestyle. We want kids to go outside and play, and it doesn’t have to be football!
Q: You’ve worked for two different commissioners over an era that’s seen drastic changes to the game and the NFL experience. Can you think of one thing in particular that made the biggest impact?
A: They are very different leaders. Commissioner Tagliabue changed the game when he cut the original deal with the Union. He built a strong game that was very stable. I believe that Commissioner Goodell has strengthened the NFL brand and allowed us to stretch our goals and thinking. Innovation and challenging the status quo is the mantra. The focus on the fans and the players is extraordinary and has helped us continue to grow.
Q: Women like you, Val Ackerman, Marla Miller and Kim Ng are seen as trailblazers for women in this business. What’s the future for women in sports?
A: The sky is the limit. As the fan bases grow and the games grow beyond the field, women will help mold the messaging and the strategy to keep up with the technology and the fans.