Company: Visa

Agencies:  BBDO New York (traditional creative), Atmosphere Proximity (digital creative), MRY (social creative), OMD (media strategy and planning), Team Epic (Velocity) (sponsorship activation), Fleishman Hillard (PR)

Market(s): North America

Timing: September 4, 2013 – February 2, 2014

Official NFL sponsor Visa set out to show the world that actively choosing to pay with Visa really does bring you closer to realizing your “NFL fantasy”.

BACKGROUND

Visa’s position as an official NFL sponsor strove to do more than reach millions of people — it also set out to prove that paying with Visa truly benefits cardholders. “The NFL prefers Visa”, but above and beyond that, choosing Visa (and announcing so via social media) wins cardholders the chance to realize “#MyFootballFantasy”.

THE IDEA

The #MyFootballFantasy campaign encouraged NFL fans to actively use their Visa cards and share their football fantasies (via social media like Twitter and Instagram) for a chance to see that wish come true. Paid TV, digital and social campaigns showcased winners fulfilling their NFL fantasies (from a buffalo wing eating contest with the Bills to a tea party with Clay Matthews).

THE PROCESS

Excellent integration required flexibility. Atmosphere Proximity (traditional creative) & BBDO (digital creative) came together for seamless digital and traditional thinking across platforms. A representative from OMD (media strategy and planning) worked out of the BBDO offices during the campaign’s most crucial moments. MRY (social creative), Fleishman (PR) and Velocity (sponsorship activation) joined whenever a full cross-agency in house team meeting was necessary. Visa had final approval of all creative and budgets and played an important integration role in the overall process.

THE RESULTS

Visa achieved 1st place for share of voice among NFL sponsors. Across digital platforms, Visa’s click-through rates, mobile interactions and completion rates all increased. The campaign itself drove over 10,000 #MyFootballFantasy entries and won more preference for the brand than in the previous year.