BLOG 1 RELATED TO THE ASSIGNMENT

Football is America’s favorite sport by a wide margin. The Super Bowl television ratings are indicative of that, as Nielsen reports that on average 80 to 90 million people from the United States are tuned into the final at any given moment.

During this season the NFL launched a digital campaign, which invited fans to upload a video of up to five minutes or an essay of no more than a thousand words accompanied by up to five images on why they love football. Following the deadline of the submissions, a panel selected the ten finalists, whose stories were turned into short features by NFL films. Fans from all around the globe were able to vote which story they believe was the most engaging. The five winning storytellers were invited for a trip to attend the Super Bowl XLVIII, that took place on February 2nd, 2014.

What made the NFL’s campaign so remarkable is the fact that it managed to draw the attention of every football fan in the world. It did so by incorporating a voting process during the last phase of the campaign. Because of that, the NFL managed to increase it’s brand awareness among fans and it created hype around the Super Bowl from the very beginning, even though the final was scheduled to take place about five months later.

http://www.youtube.com/watch?v=pk8qazottyI

Read more at:

http://www.adweek.com/news/advertising-branding/nfl-kicks-together-we-make-football-campaign-152541

http://www.nfl.com/news/story/0ap2000000247217/article/nfl-starts-together-we-make-football-your-story-celebration