NFL corporate sponsors are once again attempting a near-impossible task: cutting through the barrage of marketing messages in a Super Bowl host city.
Industry estimates of marketers’ assault on consumers range from 2,000 to 5,000 daily advertising messages. Whatever the real number, in a Super Bowl city, that’s doubled at a minimum. So what’s a marketer to do, especially one with pricey NFL rights?
“You can do crazy spending and trying to have an impact, but we believe it’s simpler than that,” said Chris Weil, CEO at Momentum Worldwide, which is directing NFL sponsor Verizon’s Super Bowl activation. “If you keep the consumer experience in mind and bring them closer to the game, the brand’s a hero.”
Verizon’s #Minute50 text-to-win sweeps offers a variety of Super Bowl prizes at 10 minutes before every hour, including Super Bowl tickets, phone accessories and bill discounts. Perhaps most intriguingly, it shows a shift in strategy, since for the first time the promo is restricted to Verizon customers.
“We’re happy to help anyone to change over to our network,” said Kristin Rooney, Verizon director of sports and entertainment marketing and sponsorships, “but this is a way to reward customer loyalty and leverage our NFL relationship with them.”
Verizon is also underwriting an “Access Zone” in the Super Bowl City fan fest, of which it is presenting sponsor. Messaging will support its “better matters” network campaign, along with its Go90 mobile video network.