NFL – London Games
Strategy / Campaign Identity / Creative / Animation
Driving ticket sales for the 2017 NFL London Games
Our highly targeted multi-channel campaign built on the success of last year’s matches and looked to drive excitement and early ticket sales for the 2017’s four NFL regular season London games. Both Wembley and Twickenham will see two NFL matches, with eight different teams on show in London for the first time in NFL history. Building on the NFL’s ‘Only in the NFL’ positioning, our campaign emphasised the distinctive experiences and unrivalled atmosphere at the games, while our strategy focused on driving demand far in advance of the on sale dates.
Promoting the unique appeal of the London Games
Our creative provided a distinctly British feel, while the utilisation of in-game footage and fan experiences through fast-paced and eye-catching animation highlighted the unique appeal of the London Games.
With HTML5 animation and high impact digital media targeting current and lapsed fans, we drove a record number of season ticket renewals and registrations of interest. The results so far (February 2017) have exceeded all KPIs, with the two Wembley matches sold out solely through priority sale. The campaign also involved tactical outdoor buys on the London Underground to drive awareness of the on sale dates, while bespoke direct mailers were sent to previous season ticket holders to drive renewals and awareness.