The NFL’s Brand Activation Scores a Touchdown
March 14, 2019
Brand activations are everywhere, but what separates the good from the great? All great activations identify a unique customer need and deliver a delightful solution.
Activating the NFL’s Audience
The Fan Style Tour was a National Football League (NFL) activation inspired by one key data point: only five percent of NFL fans had ever attended a pro football game due to the fact that most fans don’t live near NFL stadiums. The Fan Style Tour solved this problem by bringing an NFL game day experience directly to their fans. Fashioned upon a 53-foot trailer, the NFL created a 3,500 square-foot interactive stadium to deliver an authentic NFL experience to 26 towns across the United States. The goal of the activation was to drive e-commerce traffic to NFLShop.com and generate 17 million total media impressions.
Tying it Together with Technology
Cutting edge technology helped solidify the campaign’s success, especially the integration of radio-frequency identification (RFID) wristbands. Participants received RFID bracelets that allowed them to access activities, unlock hidden features, and easily share their first-hand experience on social media. Microsoft Kinect technology enabled fans to virtually try on their favorite team’s uniform and merchandise, then seamlessly integrated with the RFID wristbands to direct customers to make purchases through NFLShop.com or receive custom emails about their chosen products. Wristbands also provided codes to unlock NFL lockers that contained the chance to win merchandise gift cards. The NFL-based quiz included a live leaderboard, posting real-time scores for attendees to view. An interactive deep zoom mosaic assembled attendees’ pictures into the NFL logo. The event also included NFL player signings, Madden game stations, and an NFL auction area.
Increasing E-Commerce through Experiences
The Fan Style Tour proved to be a win as NFLShop.com sales increased and the campaign generated more than 150 million total media impressions, wildly exceeding the brand’s goal. The NFL recognized that pro football fans don’t have access to stadiums and delivered the ultimate all-access, behind-the-scenes fan club experience. Leveraging powerful tech solutions to deliver the ultimate exclusive fan experience drove a successful campaign — increasing awareness, e-commerce sales, and brand loyalty.