Only Super Bowl advertisement to use text message call-to-action
First time NFL used Super Bowl commercial to launch digital product
Super Bowl Sunday traffic up 35% on NFL.com & 88% on mobile properties
Ahmad Bradshaw’s game-winning TD run #1 video highlight
On Super Bowl Sunday, the NFL was the only advertiser to create a commercial with a text message call-to-action…and the fans responded with more than 1.7 million texts after seeing the 30-second spot for the new $1 million “NFL Perfect Challenge” fantasy football game.
Among those fans texting in response to the commercial, nearly 90 percent are new to the NFL.com Fantasy game. In addition, the new fantasy game was the top non-sponsored trend on Twitter despite not using a hashtag campaign in the ad.
The advertisement, which marked the first time the NFL launched a digital product with a Super Bowl ad, aired in the commercial break immediately after the end of the first half. The commercial was produced with Grey Advertising.
The advertisement can be viewed at http://nfl.com/perfect and fans can pre-register using the same NFL.com link or by texting “NFL” to 69635.
The new offering puts experts and beginners both in the game with a shot at the ultimate fantasy prize. With NFL Perfect Challenge, the NFL has created the first fantasy game for everybody.
NFL Perfect Challenge features an eight-player roster each week – with one quarterback, two running backs, two wide receivers, one tight end, one kicker, and one defense/special teams unit. To qualify for the $1 million prize, fantasy team owners must pick that week’s highest-scoring player at each position (top two players at running back and wide receiver). Scoring is based on the standard fantasy scoring in NFL.com’s fantasy football game. Each week is scored separately and fans may join at any point during the season.
In addition to the fantasy frenzy, NFL digital media properties posted large audience increases on Super Bowl Sunday. Traffic to NFL.com increased 35 percent while users across all of the NFL’s mobile properties, including NFL Mobile Only From Verizon, spiked 88 percent.
Following were the three most-streamed plays from Super Bowl XLVI on the Monday after Super Bowl:
1. Giants RB Ahmad Bradshaw’s game-winning six-yard touchdown run
2. Giants WR Mario Manningham’s 38-yard reception on game-winning scoring drive
3. Incomplete pass from Patriots QB Tom Brady to WR Wes Welker on second-and-11 late in fourth quarter
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