National Football League: Super Bowl Babies

This case study explains how American football league the NFL connected with casual audiences by talking about family in TV, PR, social media and native content executions of its Super Bowl ad.

Advertiser: National Football LeagueAgency: Grey New YorkCountry: USA

Objectives

A Bit of Background

A nation falling out of love with football.

For decades, football has been America's most watched and most loved sport.1Every week, across the continent, families gather, millions of team shirts are donned, faces are painted, cookouts and tailgates spring up. But the love of football has been impacted by the public's perception of the NFL, the league behind the game. In the wake of negative NFL headlines and scandals, many people have fallen out of love with the league and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands