NFL Kickoff
The NFL needed to get people talking about the upcoming season. So, they joined the conversation already underway. The NFL finally admitted what fans have long suspected – the NFL is scripted.
Team
ECD: Zach Hilder, CD: Jason LaFlore, Matt Turnier, Sr AD: Justin Batten
You Can’t Make This Stuff Up
The NFL needed to get people talking about the upcoming season. So, they joined the conversation already underway. The NFL finally admitted what fans have long suspected – the NFL is scripted.
The Rest of the Season
After we kicked off the season, we scripted the rest of the year
The Results
‘You Can’t Make This Stuff Up’ was the most talked about NFL Kick-Off campaign in recent history, with 97.2K mentions on social, a 17x YoY increase in conversation, and an earned reach of 1.8B – with no paid media. It also garnered a 72% YoY increase in press coverage with 60M earned media impressions and 169 articles across pop culture outlets including a full segment on the TODAY show. Finally, the campaign contributed to a 27% YoY increase in Kick-Off viewership to 27.5M – an increase of 6.6M. And it helped shift perceptions among young, casual fans – driving 49% to consider NFL games “Can’t Miss” viewing. It also garnered organic engagement from major brands and celebrities, got a shoutout at the NFL Honors, and even got love from Taylor Swift’s boyfriend, Travis Kelce.
Hardware:
2x Cannes Lions (2x bronze)
1x Clio (1x Bronze)
6x Clio Sports (1x gold, 3x silver, 2x bronze)
1x Effie (1x silver)
1x One Show Merit
1x ADC Merit
1x Webby Nomination
Additional Recognition:
AdAge Top 5, Sports Illustrated, NBC, MSN, The Drum, AdWeek, Muse by Clio, Pro Football Network, Bleacher Report, CBS Sports, The US Sun, Fox, Yahoo.