For the NFL ‘s suite of digital subscription products (NFL Fantasy Football, NFL Game Pass (US and International), NFL Mobile and NFL Now) we were challenged with acquiring and retaining fans in a vertical facing stiff competition from ESPN, Yahoo and Daily Fantasy.
We were also tasked with creating social & digital awareness campaigns promoting NFL Network shows such as Undrafted, Football Town and Training Camp Primtetime.
Leveraging the main “Friends Don’t Small Talk, Friends Talk Fantasy” campaign, we created a series of videos featuring star NFL players Odell Beckham Jr., Victor Cruz, Antonio Brown, Eddie Lacy and Randall Cobb to promote NFL Fantasy Football and the app itself.
Armed with invaluable focus group feedback we created a very direct digital and social campaign aimed at aggressive acquisition. We then layered in a retention-focused re-marketing campaign aimed at league managers. Results met and surpassed established goals.
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NFL.com Fantasy Football // BTS: “Friends Don’t Small Talk, Friends Talk Fantasy”