The NFL is kicking up support for its upcoming season with a new ad campaign that lets fans score Super Bowl tickets by simply sharing why they go for the game. This is the second season that the NFL is running with this social strategy that gives fans a sporting chance to win Super Bowl tickets for a group of up to 62 members. AdWeek.com gave the play-by-play on this winning campaign driven by fan engagement and social interaction.
The “Together We Make Football” campaign is a team effort by the NFL and NBC. Last year’s contest was a runaway hit, receiving 1 million video views and more than 5,000 submissions. This year’s contest will be bigger, better, and more social-media driven with the goal of creating the largest community-generated campaign in NFL history.
Scheduled to start this Sunday during NBC’s broadcast of the Hall of Fame game, the campaign will kick off with a 30-second TV spot featuring fans who won free trips to Super Bowl XLVIII last year. Off on the sidelines are 30 new commercials and promotions produced by NFL Films that will run on all NBC and NFL properties, in addition to other TV, print, and digital media.
But its star player is a microsite that will encourage fans to share their stories and view the memories of others in order to win big to the big game.
Social media will also get in the game as the NFL integrates Facebook, Twitter, and YouTube to let fans upload photos and videos to their stories. In addition to using Facebook to enter, fans can post to the hashtag #TWMF on Twitter.
While last year’s contest awarded five individual trips to Super Bowl XLIX, this year’s effort will offer trips to one individual and one group of up to 62 members. NFL Films will also shoot a documentary about the individual’s and the group’s stories, which will air on NBC on Super Bowl Sunday.
Entries will be accepted through October 19. Then, three individual and three group finalists will be selected. Fans will vote on these finalists online through December 28, with the winners announced during the post-season.
“What we’re trying to do is facilitate the ability of everybody to share in that love,” said NFL’s chief marketing officer Mark Waller. “It goes to the core of social media at the moment: create mechanisms for people to connect on the things they share.”
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Written by Michael Del Gigante