NFL PRESENTATION

Transcript

1. T x
2. HI NFL, + 1 Introduction WE’RE HEAT JR. 0 8 / 1 4 / 1 9
3. + 2 Introduction 0 8 / 1 4 / 1 9 CAMPAIGN OVERVIEW 1 2 3 6 5 4 MEET THE TEAM THE STRATEGY CREATIVE TERRITORY #1 CREATIVE TERRITORY #2 WHY WE’RE HERE POST GAME Q+A
4. 0 8 / 1 4 / 1 9 + 3 Introduction YOU MIGHT NOT HAVE KNOWN US BEFORE TODAY,
5. + 4 Introduction BUT WE KNOW THE NFL 0 8 / 1 4 / 1 9
6. + 5 Introduction YOU’RE NO ROOKIE 0 8 / 1 4 / 1 9
7. + 6 Introduction 1920 YOU’VE GROWN A LOT SINCE 0 8 / 1 4 / 1 9
8. + 7 Introduction 1920 YOU’VE GROWN A LOT SINCE 0 8 / 1 4 / 1 9
9. YOU’VE MADE SOME EPIC MOMENTS 0 8 / 1 4 / 1 9 + 8 Introduction UNLIKE ANYONE ELSE
10. FOOTBALL IS DOMINANT ON THE BIG SCREEN IN AMERICAN CULTURE, 0 8 / 1 4 / 1 9 + 20 Introduction + 9 Introduction 0 8 / 1 4 / 1 9
11. 1 0 8 / 1 4 / 1 9 0 8 / 1 4 / 1 9 + 10 Introduction YOU WHICH MEANS ALL EYES ARE ON + 10 Introduction 0 8 / 1 4 / 1 9
12. AND WHILE YOU MAY NOT HAVE DIRECT COMPETITORS, YOU ARE STILL BEING COMPARED TO OTHER LEAGUES 0 8 / 1 4 / 1 9 + 11 Introduction
13. AND WHILE YOU MAY NOT HAVE DIRECT COMPETITORS, YOU ARE STILL BEING COMPARED TO OTHER LEAGUES 0 8 / 1 4 / 1 9 + 12 Introduction NBA
14. AND WHILE YOU MAY NOT HAVE DIRECT COMPETITORS, YOU ARE STILL BEING COMPARED TO OTHER LEAGUES 0 8 / 1 4 / 1 9 + 13 Introduction NBA MLB
15. AND WHILE YOU MAY NOT HAVE DIRECT COMPETITORS, YOU ARE STILL BEING COMPARED TO OTHER LEAGUES 0 8 / 1 4 / 1 9 + 14 Introduction NBA MLB MLS
16. AND WHILE YOU MAY NOT HAVE DIRECT COMPETITORS, YOU ARE STILL BEING COMPARED TO OTHER LEAGUES 0 8 / 1 4 / 1 9 + 15 Introduction NBA MLB MLS NHL
17. YOU’VE GOT A LOT OF FANS MLB ESPORTS NBA NHL MLS 0 8 / 1 4 / 1 9 + 16 Introduction
18. YOU’VE GOT A LOT OF FANS ESPORTS NBA NHL MLS MLB NFL 0 8 / 1 4 / 1 9 + 17 Introduction
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 + 18 Introduction 2 3 0 8 / 1 4 / 1 9
20. HOW WE’RE GOING TO DO IT HERE’S 0 8 / 1 4 / 1 9 + 19 Introduction
21. + DIVIDING OUR AUDIENCE BY RELATIONSHIP WITH FOOTBALL Target Audience 0 8 / 1 4 / 1 9 20
22. LOVERS THE FOOTBALL 0 8 / 1 4 / 1 9 + 21 Target Audience
23. LOVERS THE FOOTBALL THE FOOTBALL CURIOUS 0 8 / 1 4 / 1 9 + 22 Target Audience
24. LOVERS THE FOOTBALL THE FOOTBALL CURIOUS 0 8 / 1 4 / 1 9 + 23 The glue that holds the community together A way to spend time with others Target Audience
25. SIMILAR BUT THE ROLE THE GAME PLAYS IS SURPRISINGLY 0 8 / 1 4 / 1 9 + 24 Target Audience
26. CONNECTION + 25 FOR EVERYONE, IT’S ABOUT 0 8 / 1 4 / 1 9 Target Audience
27. TAYLOR IS Introduction FOOTBALL CURIOUS 0 8 / 1 4 / 1 9 + 26 Target Audience
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% 0 8 / 1 4 / 1 9 + 27 (270) 85% 77% 65% (133) (112) (77) FOOTBALL CURIOUS Source: YouGov July 2019 Dataset Target Audience
29. 0 8 / 1 4 / 1 9 + 28 TAYLOR VALUES HERE’S WHAT Source: YouGov July 2019 Dataset Target Audience
30. 0 8 / 1 4 / 1 9 + 28 TAYLOR DOES HERE’S WHAT 45% 44% 54% 33% HE LIKES GOING TO: (135) (139) (108) (139) Source: YouGov July 2019 Dataset Target Audience
31. 0 8 / 1 4 / 1 9 + 29 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
32. INTERACTION THE COMMON THEMES THROUGHOUT ARE 0 8 / 1 4 / 1 9 + 30 Insight
33. INTERACTION THE COMMON THEMES THROUGHOUT ARE EXPERIENCE 0 8 / 1 4 / 1 9 + 31 Insight
34. The game alone isn’t enough to inspire this audience; they want an opportunity to interact with the AUDIENCE INSIGHT 32 0 8 / 1 4 / 1 9 + game in their own way. Insight
35. MORE THAN JUST THE GAME MAKE THE NFL ABOUT + 20 Introduction + 33 Strategy 0 8 / 1 4 / 1 9
36. + 34 Strategy COME TO LIFE HOW TO MAKE THE STRATEGY 0 8 / 1 4 / 1 9
37. 1 + CREATIVE TERRITORY 0 8 / 1 4 / 1 9 35 Creative Territory 1
38. OUR TARGET HAS ACCESS TO CONTENT CATERED TO THEIR INTERESTS. 0 8 / 1 4 / 1 9 + 36 WITH A WORLD OF ENTERTAINMENT AT THEIR FINGERTIPS, Creative Territory 1
39. AND FOOTBALL’S WIDESPREAD AUDIENCE MAKES OUR TARGET FEEL MORE LOST IN THE CROWD THAN + 37 0 8 / 1 4 / 1 9 PERSONALLY CONNECTED. Creative Territory 1
40. SO, IF WE WANT THEM TO GET INTO THE GAME, WE HAVE TO TAP INTO THEIR WORLD OF INTERESTS. 32 Introduction 0 8 / 1 4 / 1 9 0 8 / 1 4 / 1 9 + 38 Creative Territory 1
41. MAKE THE GAME YOURS Creative Territory 1 + 39 0 8 / 1 4 / 1 9 Creative Territory 1
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. + 40 0 8 / 1 4 / 1 9 Creative Territory 1
43. + 41 0 8 / 1 4 / 1 9 Creative Territory 1
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. + 42 0 8 / 1 4 / 1 9 Creative Territory 1
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. + 43 0 8 / 1 4 / 1 9 Creative Territory 1
46. THE COME UP / 0:15 + 0 8 / 1 4 / 1 9 + 44 0 8 / 1 4 / 1 9 Creative Territory 1
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 + 45 0 8 / 1 4 / 1 9 Creative Territory 1
48. Frame 2 Aunt Pam Throws the ball and the boy takes off running. VO: AUNT PAM LOVED FOOTBALL. + 46 0 8 / 1 4 / 1 9 Creative Territory 1
49. Frame 3 VO: I REMEMBER PLAYING WITH HER 
 UNTIL THE STREETLIGHTS CAME ON. + 47 0 8 / 1 4 / 1 9 Creative Territory 1
50. Frame 4 Time lapse shows the boy growing up to become a football player. + 48 0 8 / 1 4 / 1 9 Creative Territory 1
51. Frame 5 VO: AND NOW I’M HERE. + 49 0 8 / 1 4 / 1 9 Creative Territory 1
52. Frame 6 VO: AND WHEN THE STADIUM LIGHTS COME ON,
 I DON’T STOP RUNNING. + 50 0 8 / 1 4 / 1 9 Creative Territory 1
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 + 51 0 8 / 1 4 / 1 9 Creative Territory 1
54. THE GAME PLAN / 0:15 + 52 0 8 / 1 4 / 1 9 Creative Territory 1
55. Tight shot of player's jersey. VO: PLAYER 23. 5,000 PASSING YARDS. 34 TOUCHDOWNS. 0 8 / 1 4 / 1 9 + 53 Creative Territory 1 Frame 1
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. + 54 0 8 / 1 4 / 1 9 Creative Territory 1 Frame 2
57. The Quarterback stares down defense. AVO: HUT! + 55 0 8 / 1 4 / 1 9 Creative Territory 1 Frame 3
58. Receiver fakes out another player. VO: 70 YARDS IN 1.27 SECONDS. 70 YARDS IN 1.27 SECONDS. + 56 0 8 / 1 4 / 1 9 Creative Territory 1 Frame 4
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. + 57 0 8 / 1 4 / 1 9 Creative Territory 1 Frame 5
60. Running back sprints to the end zone. VO: TOUCHDOWN IN 4 SECONDS. + 58 0 8 / 1 4 / 1 9 Creative Territory 1 Frame 6
61. END CARD Discover what lies behind the four second play 
 www.nfl.com/see4yourself BEHIND A FOUR SECOND PLAY 
 IS A MASTERFUL PLAN. + 59 0 8 / 1 4 / 1 9 Creative Territory 1
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. 0 8 / 1 4 / 1 9 + 60 Creative Territory 1
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 0 8 / 1 4 / 1 9 + 61 Creative Territory 1
64. WEBSITE html://www.nfl.com/see4yourself 0 8 / 1 4 / 1 9 + 62 Creative Territory 1
65. OOH DIGITAL This digital advertisement will be split into our three perspectives. 0 8 / 1 4 / 1 9 + 63 Creative Territory 1
66. OOH DIGITAL 0 8 / 1 4 / 1 9 + 64 Creative Territory 1
67. OOH DIGITAL 0 8 / 1 4 / 1 9 + 65 Creative Territory 1
68. New York Washington D.C Los Angeles DIGITAL BILLBOARD IN DIFFERENT CITIES 0 8 / 1 4 / 1 9 + 66 Creative Territory 1
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 0 8 / 1 4 / 1 9 + 67 Creative Territory 1
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 0 8 / 1 4 / 1 9 + 68 INSTAGRAM TAKEOVER Creative Territory 1
71. TIMELINE + 69 Introduction 0 8 / 1 4 / 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
72. 72 + 70 Introduction 0 8 / 1 4 / 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
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 + 71 0 8 / 1 4 / 1 9 Creative Territory 1
74. 0 8 / 1 4 / 1 9 + 72 QUESTIONS? Creative Territory 1
75. AT 18 TO 34, OUR TARGET IS GOING THROUGH A LOT OF 0 8 / 1 4 / 1 9 + 73 CHANGES Creative Territory 2: Introduction
76. WHEN EVERYTHING IS CHANGING, YOU NEED SOMETHING THAT STAYS + 74 Creative Territory 2: Introduction 0 8 / 1 4 / 1 9 THE SAME
77. *INSERT FOOTBALL* + 85 0 8 / 1 4 / 1 9 + 75 Creative Territory 2: Introduction
78. FOOTBALL IS NOT JUST A GAME. IT’S THE WE HOLD ONTO AS WE SPRINT THROUGH LIFE. + 76 0 8 / 1 4 / 1 9 Creative Territory 2: Introduction CONSTANT CONNECTION
79. 2 + 77 CREATIVE TERRITORY 0 8 / 1 4 / 1 9 Creative Territory 2
80. + 78 0 8 / 1 4 / 1 9 CONSTANT FOOTBALL IS A IN A CHANGING WORLD Creative Territory 2
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. 0 8 / 1 4 / 1 9 + 79 Creative Territory 2
82. IOO YEARS IOO STORIES + 80 Creative Territory 2 0 8 / 1 4 / 1 9
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 0 8 / 1 4 / 1 9 + 81
84. + 82 0 8 / 1 4 / 1 9 PHASE I THE LAUNCH Creative Territory 2
85. + 83 0 8 / 1 4 / 1 9 HERO FILM / I:OO SUNDAYS ARE FOR DAD Creative Territory 2
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. 84 + 0 8 / 1 4 / 1 9 Creative Territory 2
87. Frame 2 VO: We didn’t have much in common. I remember him holed up in his room watching the Falcons. 85 + 0 8 / 1 4 / 1 9 Creative Territory 2
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. 86 + 0 8 / 1 4 / 1 9 Creative Territory 2
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. + 0 8 / 1 4 / 1 9 87 Creative Territory 2
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. 88 + 0 8 / 1 4 / 1 9 Creative Territory 2
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. 89 + 0 8 / 1 4 / 1 9 Creative Territory 2
92. 100 YEARS. 100 STORIES. END CARD 89 + 0 8 / 1 4 / 1 9 Creative Territory 2 www.nfl.com/IOOstories
93. + 90 0 8 / 1 4 / 1 9 PHASE II CALL FOR SUBMISSIONS Creative Territory 2
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" 0 8 / 1 4 / 1 9 + 91 Creative Territory 2
95. 0 8 / 1 4 / 1 9 + 92 SUBMIT STORIES LIVE ON NFL SITE Creative Territory 2
96. 0 8 / 1 4 / 1 9 + 93 Creative Territory 2
97. ON SOCIAL / NFL SITE SHARE THE STORIES 0 8 / 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
98. + 95 0 8 / 1 4 / 1 9 PHASE III SUPER BOWL ACTIVATION Creative Territory 2
99. + 1 Introduction 0 8 / 1 4 / 1 9 85 0 8 / 1 4 / 1 9 + 96 0 8 / 1 4 / 1 9 Creative Territory 2
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
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
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
103. 0 8 / 1 4 / 1 9 + 100 QUESTIONS? Creative Territory 2