NFL PRESENTATION

Transcript

1. T
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2. HI NFL,
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   Introduction
   WE’RE HEAT JR.
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3. + 2
   Introduction
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   CAMPAIGN OVERVIEW
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   MEET THE TEAM
   THE STRATEGY
   CREATIVE
   TERRITORY #1
   CREATIVE
   TERRITORY #2
   WHY WE’RE HERE
   POST GAME Q+A
   

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   Introduction
   YOU MIGHT NOT HAVE KNOWN US BEFORE TODAY,
   

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5. + 4
   Introduction
   BUT WE KNOW THE NFL
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6. + 5
   Introduction
   YOU’RE NO ROOKIE
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7. + 6
   Introduction
   1920
   YOU’VE GROWN A LOT SINCE
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   Introduction
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   YOU’VE GROWN A LOT SINCE
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9. YOU’VE MADE SOME EPIC MOMENTS
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   Introduction
   UNLIKE ANYONE ELSE
   

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10. FOOTBALL IS DOMINANT ON THE BIG SCREEN
    IN AMERICAN CULTURE,
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    Introduction
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    Introduction
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11. 1
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    Introduction
    YOU
    WHICH MEANS ALL EYES ARE ON
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    Introduction
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12. AND WHILE YOU MAY NOT HAVE DIRECT COMPETITORS,
    YOU ARE STILL BEING COMPARED TO
    OTHER LEAGUES
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    Introduction
    

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13. AND WHILE YOU MAY NOT HAVE DIRECT COMPETITORS,
    YOU ARE STILL BEING COMPARED TO
    OTHER LEAGUES
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    Introduction
    NBA
    

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14. AND WHILE YOU MAY NOT HAVE DIRECT COMPETITORS,
    YOU ARE STILL BEING COMPARED TO
    OTHER LEAGUES
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    Introduction
    NBA MLB
    

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15. AND WHILE YOU MAY NOT HAVE DIRECT COMPETITORS,
    YOU ARE STILL BEING COMPARED TO
    OTHER LEAGUES
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    Introduction
    NBA MLB
    MLS
    

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16. AND WHILE YOU MAY NOT HAVE DIRECT COMPETITORS,
    YOU ARE STILL BEING COMPARED TO
    OTHER LEAGUES
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    Introduction
    NBA MLB
    MLS NHL
    

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17. YOU’VE GOT A LOT OF FANS
    MLB
    ESPORTS
    NBA
    NHL
    MLS
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    Introduction
    

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18. YOU’VE GOT A LOT OF FANS
    ESPORTS
    NBA
    NHL
    MLS
    MLB
    NFL
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    Introduction
    

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19. 1
    We want to get
    away from the
    controversy that
    has marred the
    game
    We want to
    reinvigorate the
    NFL brand for
    fans and players
    Make the NFL
    America’s cultural
    obsession for the
    next 10 years
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    Introduction
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20. HOW
    WE’RE GOING TO DO IT
    HERE’S
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    Introduction
    

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21. +
    DIVIDING OUR AUDIENCE BY
    RELATIONSHIP WITH FOOTBALL
    Target Audience
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    20
    

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22. LOVERS
    THE FOOTBALL
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    Target Audience
    

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23. LOVERS
    THE FOOTBALL THE FOOTBALL
    CURIOUS
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    Target Audience
    

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24. LOVERS
    THE FOOTBALL THE FOOTBALL
    CURIOUS
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    The glue that holds the
    community together
    A way to spend time
    with others
    Target Audience
    

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25. SIMILAR
    BUT THE ROLE THE GAME PLAYS IS SURPRISINGLY
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    Target Audience
    

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26. CONNECTION
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    FOR EVERYONE, IT’S ABOUT
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    Target Audience
    

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27. TAYLOR IS
    Introduction
    FOOTBALL
    CURIOUS
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    Target Audience
    

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28. TAYLOR IS
    Introduction
    “I tend to get energy by being in a
    group of people”
    “No matter what time of year it
    is, I love going out and doing
    things”
    “I mainly use social media to keep
    in touch with friends and family”
    “You dont need to be blood to be
    family”
    69%
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    (270)
    85%
    77%
    65%
    (133)
    (112)
    (77)
    FOOTBALL
    CURIOUS
    Source: YouGov July 2019 Dataset
    Target Audience
    

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    TAYLOR
    VALUES
    HERE’S WHAT
    Source: YouGov July 2019 Dataset
    Target Audience
    

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    TAYLOR
    DOES
    HERE’S WHAT
    45%
    44%
    54%
    33%
    HE LIKES GOING TO:
    (135)
    (139)
    (108)
    (139)
    Source: YouGov July 2019 Dataset
    Target Audience
    

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    TAYLOR
    DOES
    HERE’S WHAT
    40%
    29%
    36%
    WHEN GOING TO EVENTS
    (160)
    (176)
    (210)
    HE’S MORE LIKELY TO:
    Source: YouGov July 2019 Dataset
    Target Audience
    

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32. INTERACTION
    THE COMMON THEMES THROUGHOUT ARE
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    Insight
    

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33. INTERACTION
    THE COMMON THEMES THROUGHOUT ARE
    EXPERIENCE
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    Insight
    

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34. The game alone isn’t enough to
    inspire this audience; they want an
    opportunity to interact with the
    AUDIENCE
    INSIGHT
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    game in their own way.
    Insight
    

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35. MORE THAN JUST
    THE GAME
    MAKE THE NFL ABOUT
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    Strategy
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36. + 34
    Strategy
    COME TO LIFE
    HOW TO MAKE THE STRATEGY
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    CREATIVE
    TERRITORY
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    Creative Territory 1
    

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38. OUR TARGET HAS ACCESS TO CONTENT CATERED TO THEIR
    INTERESTS.
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    WITH A WORLD OF ENTERTAINMENT AT THEIR FINGERTIPS,
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39. AND FOOTBALL’S WIDESPREAD AUDIENCE MAKES OUR TARGET
    FEEL MORE LOST IN THE CROWD THAN
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    PERSONALLY CONNECTED.
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40. SO, IF WE WANT THEM TO
    GET INTO THE GAME, WE HAVE TO
    TAP INTO THEIR WORLD OF
    INTERESTS.
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    Introduction
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41. MAKE THE GAME YOURS
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42. Make The Game Yours
    We’re all different. We see things differently. We hear things differently. We feel things 

    differently. Because of this, our experiences are never the same. And our various 

    experiences are what define our unique interests.
    So, instead of introducing the next generation to football, we're ushering 

    football into the next generation. By tapping into our audience's world, we 

    establish a personal connection to the younger generation, and give them an 

    entirely new way to experience football.
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43. + 41
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44. An average football play lasts four seconds. 

    And in four seconds, there are limitless perspectives.
    For some, they see an epic play, like wide receiver David Tyree catching a 

    narrow pass using only his left hand and helmet.For others, they see Tyree, 

    the football player who went from sharing a one bedroom with his mother and 

    two sisters, to making one of the most iconic plays in the sport.
    Either way, everyone sees the same play in football differently. But, 

    regardless of what our interests are, everyone connects to the four 

    second moment that makes the game worthwhile.
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45. These videos will highlight football’s iconic four
    second plays through three perspectives that fall
    into our audience’s three interest points:
    PERSPECTIVES
    The Come Up
    The Game Plan
    The Headline
    For our target who loves a good backstory.
    For our target who’s a numbers heavy sports
    fan and loves statistics.
    For our target who keeps up on all of the
    celebrity gossip.
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46. THE COME UP / 0:15
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47. Open on boy with eyes zeroed on camera.
    VO: MY PARENTS WEREN'T AROUND MUCH,

    SO MY AUNT PAM TOOK ME IN.
    Frame 1
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48. Frame 2
    Aunt Pam Throws the ball and the boy takes off running.
    VO: AUNT PAM LOVED FOOTBALL.
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49. Frame 3
    VO: I REMEMBER PLAYING WITH HER 

    UNTIL THE STREETLIGHTS CAME ON.
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50. Frame 4
    Time lapse shows the boy growing up to become
    a football player.
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51. Frame 5
    VO: AND NOW I’M HERE.
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52. Frame 6
    VO: AND WHEN THE STADIUM LIGHTS COME ON,

    I DON’T STOP RUNNING.
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53. END CARD
    BEHIND A FOUR SECOND PLAY 

    IS A LIFETIME OF PASSION.
    Discover what lies behind the four second play 

    www.nfl.com/see4yourself
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54. THE GAME PLAN / 0:15
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55. Tight shot of player's jersey.
    VO: PLAYER 23. 5,000 PASSING YARDS. 34 TOUCHDOWNS.
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    Frame 1
    

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56. Zoom out of the other players in formation at the line of scrimmage.
    VO: DEFENSE. 459 YARDS. 9 SACKS.
    459 YARDS. 9 SACKS.
    459 YARDS. 9 SACKS.
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    Frame 2
    

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57. The Quarterback stares down defense.
    AVO: HUT!
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    Frame 3
    

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58. Receiver fakes out another player.
    VO: 70 YARDS IN 1.27 SECONDS.
    70 YARDS IN 1.27 SECONDS.
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    Frame 4
    

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59. He throws the ball as the running back sprints to catch it.
    VO: 10 YARDS IN 2.11 SECONDS.
    10 YARDS IN 2.11 SECONDS.
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    Frame 5
    

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60. Running back sprints to the end zone.
    VO: TOUCHDOWN IN 4 SECONDS.
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    Frame 6
    

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61. END CARD
    Discover what lies behind the four second play 

    www.nfl.com/see4yourself
    BEHIND A FOUR SECOND PLAY 

    IS A MASTERFUL PLAN.
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62. PRE-ROLLS
    These 15 second videos will air on Hulu
    and Youtube pre-rolls, targeted to our
    audience based on what content they
    watch on each streaming platform.
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63. nfl
    nfl Behind a four second play is a lifetime of
    passion. Discover what lies behind a four second
    play on www.nfl.com/see4yourself
    29k Likes
    Sponsored ad
    SOCIAL
    nfl
    nfl Behind a four second play is a masterful plan.
    Discover what lies behind a four second play on
    www.nfl.com/see4yourself
    29k Likes
    Sponsored ad
    nfl
    nfl Behind a four second play is a juicy story.
    Discover what lies behind a four second play on
    www.nfl.com/see4yourself
    29k Likes
    Sponsored ad
    The Come Up The Game Plan The Headline
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64. WEBSITE
    html://www.nfl.com/see4yourself
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65. OOH
    DIGITAL
    This digital advertisement will
    be split into our three
    perspectives.
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    Creative Territory 1
    

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66. OOH
    DIGITAL
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    Creative Territory 1
    

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67. OOH
    DIGITAL
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    Creative Territory 1
    

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68. New York Washington D.C Los Angeles
    DIGITAL BILLBOARD IN DIFFERENT CITIES
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69. SHAQUILLE O’NEAL
    12.7 M
    The Come Up
    NINJA
    14.5 M
    The Game Plan
    CHELSEA HANDLER
    3.6 M
    Influencers that our target is
    interested in will use their
    own Instagram platforms to
    react and comment on the
    game with their unique
    perspective, bringing new
    voices to the NFL.
    INSTAGRAM
    TAKEOVER
    Retired Professional Basketball
    Player and Sports Analyst
    Professional Gamer and Most
    Followed Streamer on Twitch
    Former Late Night Talk Show Host
    and Comedian
    The Headline
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70. Instagram live
    K
    CHELSEA HANDLER
    3.6 M
    Former Late Night Talk Show Host
    and Comedian
    The Headline
    chelseahandler
    chelseahandler Tune into my Instagram live Thursday
    November 3rd to hear my perspective on the Falcons versus
    Patriots game.
    84 Likes
    View all 10 comments
    Instagram Post
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    INSTAGRAM
    TAKEOVER
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71. TIMELINE
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    Introduction
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    JUL AUG SEPT OCT NOV DEC JAN MAR APR
    FEB
    Season Kickoff Superbowl
    Season Ends
    Preseason
    NFL SCHEDULE
    HIGHLIGHTS
    ADS IN MARKET (SOCIAL AMPLIFICATION)
    LAUNCH VIDEOS
    LAUNCH SITE (SITE
    ACTS AS A TEASER
    FOR VIDEOS)
    LAUNCH OOH BILLBOARDS
    TAKEOVER TEASERS TAKEOVER #3
    TAKEOVER #1 TAKEOVER #2
    CAMPAIGN ACTIVATION
    2021 DRAFT
    Playoffs Pro Bowl
    2020 2021
    Creative Territory 1
    

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72. 72
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    PRODUCTION
    CALENDAR
    SEP
    AUG
    JULY
    JUNE
    MAY
    Traffic

    Finishing
    Shoot and Edit
    Prep 

    Bidding 

    Website and Social
    Content Prep 6W
    Build 

    Prep 

    Bidding 

    TAKE-OVER 

    TEASER PREP 

    TAKEOVER LOGISTICS
    OCT
    Installation 

    70
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73. Micro-site-Build: $100,000
    73
    Budget Breakdown-Birds Eye
    MAKE THE GAME YOURS.
    Expert Takeovers:
    $600,000
    OOH:
    $900,000
    Pre-Roll Videos:
    $1,400,000
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74. 0 8 / 1 4 / 1 9
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    QUESTIONS?
    Creative Territory 1
    

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75. AT 18 TO 34,
    OUR TARGET IS GOING THROUGH A LOT OF
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    CHANGES
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76. WHEN EVERYTHING IS CHANGING, YOU NEED
    SOMETHING THAT STAYS
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    THE SAME
    

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77. *INSERT FOOTBALL*
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    Creative Territory 2: Introduction
    

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78. FOOTBALL IS NOT JUST A GAME. IT’S THE
    WE HOLD ONTO AS WE SPRINT
    THROUGH LIFE.
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    CONSTANT CONNECTION
    

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79. 2
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    CREATIVE
    TERRITORY
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    CONSTANT
    FOOTBALL IS A
    IN A CHANGING WORLD
    Creative Territory 2
    

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81. Our audience is going through many life changes.
    Though exciting, change can be as nerve wracking as
    the final quarter of a football game.
    As a league rooted in tradition, the NFL prides itself
    on maintaining the spirit of the game. And that
    persistent spirit is what our audience needs.
    By positioning football as a constant during times of
    change, we create a space for the NFL in our
    audience’s hectic lives.
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82. IOO YEARS
    IOO STORIES
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83. In a world of change, football has remained a constant in our lives. A connector to our
    homes, to our friends, and to our families.
    What used to be a “chore” to watch Thursday’s game with your Dad, is now a precious
    means of staying connected during your first year in the college dorms.
    What was a ‘burden” to wait for Sunday football to end, is now the quality time
    you spend with your partner right before you move across the country.
    This ability football possesses to bring people together is the heart of the
    game. It’s also how the NFL made it to a century.
    So, to celebrate our IOOth year, we’re sharing IOO stories in IOO words,
    showing our audience that the NFL spirit doesn’t end when the game does.
    Creative Territory 2
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84. + 82
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    PHASE I
    THE LAUNCH
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85. + 83
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    HERO FILM / I:OO
    SUNDAYS ARE
    FOR DAD
    Creative Territory 2
    

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86. Frame 1
    Flashback to Jen as a child and her father in adjacent rooms, 

    sharing a wall but not interacting with each other.
    VO: I don’t really have any memories with my father.
    Growing up, he and I weren’t very close.
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87. Frame 2
    VO: We didn’t have much in common. I
    remember him holed up in his room watching
    the Falcons.
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88. VO: I REMEMBER PLAYING WITH HER UNTIL THE STREET LIGHTS CAME ON.
    Frame 3
    VO: But I always wanted a relationship with him.
    I just didn’t know how. I was 21 and knew how to
    talk to guys but didn’t know how to start a
    conversation with my father.
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89. Frame 4
    VO: One Sunday, I was channel surfing and 

    saw the Falcons game on TV.
    Quick change to Falcons game highlights filling the screen.
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90. VO: I REMEMBER PLAYING WITH HER UNTIL THE STREET LIGHTS CAME ON.
    Frame 5
    

    VO: I never liked football, but since it was the Falcons, I knew he was
    watching. So I called him and asked how his team was doing.
    After three years, we talked for three hours.
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91. VO: I REMEMBER PLAYING WITH HER UNTIL THE STREET LIGHTS CAME ON.
    Frame 6
    Flashback to Jen and her dad watching the game together over the phone. They’re in
    different places, but still staying in touch through the game.
    VO: I'm still not crazy about football, but I have something I can
    share with my dad. I can laugh with him, yell with him. And just –
    make the memories I always wanted to have.
    And that feels really good.
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92. 100 YEARS. 100 STORIES.
    END CARD
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    www.nfl.com/IOOstories
    

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93. + 90
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    PHASE II
    CALL FOR SUBMISSIONS
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94. nfl
    ON SOCIAL / NFL SITE
    SHARE
    THE VIDEOS
    nfl From broken bonds to building family…
    “From broken bonds to building family,
    watch Jen talk about how football connected
    her to her dad. Share your football story for
    a chance to win Super Bowl tickets here
    www.nfl.com/IOOstories"
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95. 0 8 / 1 4 / 1 9
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    SUBMIT
    STORIES
    LIVE ON NFL SITE
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97. ON SOCIAL / NFL SITE
    SHARE
    THE STORIES
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    nfl
    nfl I bought my first apartment with my …
    “I bought my first apartment with my girlfriend. Within
    days, my bathroom turned into a hair salon, my
    bedroom a makeup counter, and my favorite couch, a
    dog bed. I needed my space back. So I escaped to
    the sports bar. I wouldn't call myself a sports fan, but
    those hours watching football with the boys were my
    sanctuary…read more at WWW.NFL.COM/
    IOOSTORIES to vote for your favorite story.”
    Creative Territory 2
    

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98. + 95
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    PHASE III
    SUPER BOWL ACTIVATION
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99. + 1
    Introduction
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100. JUL AUG SEPT OCT NOV DEC JAN MAR APR
     FEB
     SEASON KICKOFF PLAYOFFS PRO BOWL SUPERBOWL
     SEASON ENDS
     2021 DRAFT
     PRESEASON
     NFL SCHEDULE
     HIGHLIGHTS
     ENCOURAGE VIEWERS TO SUBMIT
     INITIATE
     VOTING
     WINNERS ARE
     SELECTED
     LAUNCH VIDEO
     #3
     LAUNCH VIDEO
     #2
     LAUNCH BANNER
     SOCIAL POSTS IN MARKET
     LAUNCH WEBSITE
     EVENT
     SUBMISSION
     DEADLINE
     CAMPAIGN
     ACTIVATION
     2020 2021
     VIDEOS IN MARKET
     LAUNCH VIDEO
     #1
     SUBMISSION 

     BEGINS
     CAMPAIGN ROLLOUT
     0 8 / 1 4 / 1 9
     + 97
     Creative Territory 2
     

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101. SHOOT AND
     EDIT
     EVENT
     PREP
     JUL AUG SEPT OCT NOV DEC JAN
     APR FEB
     JUL AUG SEPT OCT NOV DEC JAN
     MAY JUNE FEB
     WEBSITE
     DEVELOPMENT
     EVENT
     BUILD
     BIDDING
     BIDDING PREP
     FINISH
     EDIT
     TRAFFIC
     SOCIAL POST
     PREP
     2020 2021
     PRODUCTION CALENDAR
     0 8 / 1 4 / 1 9
     + 98
     Creative Territory 2
     

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102. BUDGET BREAKDOWN-BIRD’S EYE
     IOO YEARS. IOO STORIES.
     Super-Bowl Build Out:
     $900,000
     Micro-Site Contest:
     $300,000
     Hero Films:
     $1,800,000
     0 8 / 1 4 / 1 9
     99
     +
     Creative Territory 2
     

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103. 0 8 / 1 4 / 1 9
     + 100
     QUESTIONS?
     Creative Territory 2
     

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