By focusing this campaign on prime NFL viewing dates Thanksgiving, the NFL’s marketers are seeking the same impact as league sponsors. According to data and analytics firm EDO, NFL games made up half of the Top 10 most effective broadcasts for advertisers. Of those games, three were played on Thanksgiving alone.
Even launching the campaign during a pregame Thursday Night Football game was a pretty good idea: EDO said those broadcasts on Amazon’s Prime Video last year were 116% more effective at driving consumer engagement than the broadcast prime-time average.
The NFL has a long-form spot running before kickoff game on NBC, but it’s also sneaking it out through other channels. Beyond the ads, the NFL’s marketing team has produced a 300-page season script that’s 99% redacted and has been delivered to a handful of fans and influencers.
“We’re really capitalizing on this folklore and the fact that this is epic—it’s better than fiction,” Solis said. “You’re just going to see it on social, on linear, in our games, through our creators.. so it’s just a great way to carry that buzz and excitement throughout the season.”
CREDITS:
Client: NFL
Agency: 72andSunny
Production Company: Biscuit
Director: Aaron Stoller
Player talent:
Dexter Lawrence — New York Giants
Jalen Ramsey — Miami Dolphins
Ja’mar Chase — Cincinnati Bengals
Justin Fields — Chicago Bears
DK Metcalf — Seattle Seahawks
Jason Kelce — Philadelphia Eagles
Travis Kelce — Kansas City Chiefs
Patrick Mahomes — Kansas City Chiefs
Kirk Cousins — Minnesota Vikings
Non-player talent
Keegan-Michael Key
Donna Kelce – (mother of Jason and Travis Kelce)
