Advertiser: NFL NETWORKS
Agency: GREY NEW YORK, NFL NETWORK
Category: Best Use of Branded Content & Sponsorship
Senior Producer: Anthony Isetta (NFL Networks)
CMO: Mark Waller (NFL Networks)
Executive Producer: Jason Trautwein (NFL Networks)
Art Director: Zack Menna (Grey New York)
President: Steven M. Bornstein (NFL Networks)
CCO: Tor Myhren (Grey New York)
Editor: Aaron Tompkins (Rock Paper Scissors)
Producer: Anne Pierce (NFL Networks)
Executive Creative Director: Eric Segal (Grey New York)
Margarita Mix: Jeff Levy (Audio Mixer)
Director: Frank Todaro (Moxie Pictures)
Producer: Joseph Lovallo (NFL Networks)
Copy Writer: Rich Singer (Grey New York)
Strategy
The goal of this multi-media campaign was to drive viewership for NFL Network during the offseason “Path to Primetime” programming. We wanted to capture the interest of both avid and casual fans, and engage them with live NFL Network programming during the offseason. We tapped into the insight that fans’ attention was focused on following the next NFL star, and our strategy was to create a fictional character to be that buzz-worthy rookie for the brand. We sought out to inject Leon Sandcastle at every media touch point that fostered a football conversation, ranging all platforms (TV, mobile and video games).
Execution
The campaign launched on television during Super Bowl XLVII, instantly capturing the attention of over 108 million fans with “Leon Sandcastle”. The spot featured Deion Sanders, a retired Hall of Fame player and NFL Network personality, who in disguise dazzles fans, scouts and media at the NFL Scouting Combine. Continuing the storyline off-air, the NFL connected with fans at the most relevant points of engagement. We capitalized on fan buzz by launching social media profiles so Leon could reach his throngs of adoring fans. Leon continued to come to life in digital media through leaked footage and video-game integration in Madden NFL, the best-selling EA Sports franchise.
Effectiveness
The Leon Sandcastle phenomenon garnered over 120 million media impressions and posted strong engagement results through 49,000+ Twitter followers and 42,000+ Instagram followers. Most importantly, our main goal of driving tune-in was achieved as the 2013 NFL Scouting Combine on NFL Network earned a record high total of 7.25 million viewers, an increase of +11% from 2012. On the digital front, unique users to NFL.com and NFL Mobile during the week of the Combine increased by +33% to over 10 million, with an +89% increase in live video streams of Combine Live.