A premiere financial services company required a partner to help strengthen its association with the NFL brand and build awareness in its “Make It Epic” marketing campaign. To move the needle among its desired audience, our client required unique expertise, assets and connections.
InStadium's network of NFL venues enabled our client to choose a flight customized to its needs and reach its best customers in their ideal environment—game day at the stadium. Airing brand creative in this setting strategically aligned our client with the NFL brand, and InStadium's dynamic, larger-than-life media assets hit a pitch-perfect note as the delivery method for the “Make It Epic” campaign. Combining those assets—which make up the foundation of our live sports fan engagement platform—with thousands of co-branded cheer cards and a seat-upgrade fan promotion boosted the magnitude of the campaign to truly epic levels.
As a result, our client bested all in-venue competition in creating “a significant marketing presence,” topping its nearest direct rival by more than a 5-to-1 ratio, according to one postgame study. This was especially significant in a market (a live stadium audience) swelling with five times as many “influentials” as the general population. Additionally, our findings confirmed a greater impact in terms of key associations for our client—including delivering good value and “making it epic”—over that of a control television audience.
:10 public address announcement
:30 Jumbotron video advertisement
:40 synchronized, in-bowl LED and surround sound
10,000 promotional cheer cards
Two stadium seat upgrades
Venue promotions: 25 games among nine NFL teams
Event attendees: 1.6 million-plus
Adult impressions (18-and-over): 3.7 million
Audience demographics: 240 index and 147 index, respectively, of financial/investment “super influentials” and shopping “super influentials” as compared to the general population
More: Greater brand recall and a significant lift in purchase intent and preference compared to a control TV audience