With just a few weeks away, football season is about to kick off, which means major enterprises are making strides to release marketing campaigns.
Marketing and the NFL complement each other perfectly, because of how successful football is in the U.S. is when it comes to appealing to an audience.
“The NFL is also the professional sports league with the highest average per game attendance, drawing more than 69 thousand spectators per game in the 2016 season, a total of almost 18 million.” Statisa reports.
CMO’s must leverage the success of the NFL to target customers with creative efforts. With the presence of social media becoming more prevalent among audiences, marketers have even more of a platform to take advantage of.
And this season, they are.
Big companies like Bud Light and Pepsi Co. have established a marketing campaign that incorporates digital elements. Let’s take a look.
Beer and football, can you name a more compatible combination? The answer is no, and it comes as no surprise.
When it comes to the NFL, Bud Light has dominated its industry. It has been named the official beer of the NFL since 2011 and ever since they have released campaigns to reach their customer base.
You may recognize Bud Light’s famous campaign, “Famous Among Friends” that depicts friends in a variety of situations, putting Bud Light in the spotlight of the ad.
“The new Bud Light ads — which seek to celebrate the value of building friendships over Bud Light — go back to the brand’s creative roots of “bringing people together,” and epitomize the more down-to-earth approach that will be used for all of A-B InBev’s brands going forward, as described by Marcondes.” Mediapost reports.
This campaign is prepared to make another debut in the 2017 NFL season, along with a new campaign that incorporates Snapchat into its creative efforts.
Adding a digital feature to its usual traditional adverts is something new for Bud Light, and it will be featured on its custom cans that are an NFL trademark.
Bud Light will release 28 custom cans, specific to NFL teams, urging customers to take a photo of the can with unique Snapchat filters. If you take a picture of the can, you enter yourself into an opportunity to win Super Bowl LII tickets.
Snapchat makes this campaign an interactive experience, which has deemed successful in the past.
For example, Gatorade released a Snapchat filter that dunked Gatorade on fans heads during the 2016 Super Bowl. This gained 160 million impressions.
It will be interesting to see how successful Bud Light will be while incorporating Snapchat into its marketing strategies.
Snacks are a staple of NFL game day, and brands like Pepsi Co. are leveraging this fact to create an interactive marketing campaign.
According to a recent press release, Pepsi, and Frito Lay products will be using Snapchat in their marketing efforts to lure fans in.
Fans who purchase those brand products can use Snapchat to scan a code featured on the packaging. Then, they will be assigned an NFL team that will come with a variety of rewards if the specific team wins.
Weekly drawings will also take place that includes prizes such as “season tickets, Super Bowl tickets, and other awesome NFL experiences.”
Pepsi is no newbie when it comes to marketing and the NFL. This organization has been a powerhouse with marketing efforts during the football season. From influencer marketing to interactive Snapchat campaigns, Pepsi Co. is geared for success as NFL kicks off.
This was proven when Dallas Cowboys quarterback, Dak Prescott, announced on Twitter that he sponsors Pepsi and Tostitos, two brands that Pepsi Co. owns, as seen in the photo provided.
The fact that major companies are gearing up for their campaigns to leverage social media efforts proves that the marketing industry is moving toward a more modern approach to meet the growing audience.
It seems like companies are off to a great start when it comes to their NFL marketing strategies.
We will keep our eyes out for more than the football this season, to report on all of our favorite campaigns.
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