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 + 18 Introduction 2 3 0 8 / 1 4 / 1 9
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% 0 8 / 1 4 / 1 9 + 27 (270) 85% 77% 65% (133) (112) (77) FOOTBALL CURIOUS Source: YouGov July 2019 Dataset Target Audience
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. + 40 0 8 / 1 4 / 1 9 Creative Territory 1
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. + 42 0 8 / 1 4 / 1 9 Creative Territory 1
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. + 43 0 8 / 1 4 / 1 9 Creative Territory 1
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 0 8 / 1 4 / 1 9 + 61 Creative Territory 1
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 0 8 / 1 4 / 1 9 + 67 Creative Territory 1
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 0 8 / 1 4 / 1 9 + 68 INSTAGRAM TAKEOVER Creative Territory 1
1 9 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
1 9 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 Creative Territory 1 + 0 8 / 1 4 / 1 9
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. 0 8 / 1 4 / 1 9 + 79 Creative Territory 2
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 0 8 / 1 4 / 1 9 + 81
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. 84 + 0 8 / 1 4 / 1 9 Creative Territory 2
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. 86 + 0 8 / 1 4 / 1 9 Creative Territory 2
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. 88 + 0 8 / 1 4 / 1 9 Creative Territory 2
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. 89 + 0 8 / 1 4 / 1 9 Creative Territory 2
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" 0 8 / 1 4 / 1 9 + 91 Creative Territory 2
/ 1 4 / 1 9 + 94 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
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