Visa Launches New TV, Digital Media
Visa has added two national TV spots and digital media extensions in support of its NFL integrated marketing campaign, "Go Fans."
The spots feature the "Never Miss a Super Bowl Club," a group of men who have attended every single Super Bowl since its inception in 1967, and highlight Visa's "Super Bowl Trip for Life" sweepstakes. The ads will run through January across all four networks (Fox, CBS, ABC, NBC) in the coming months, including on prime-time shows such as "Glee," "Dancing with the Stars" and "House."
Creative will also run at sports Web sites, including Yahoo Sports and NFL.com, and on mobile applications, including sponsorship of Yahoo's fantasy football app. TV, online and mobile media channels are where NFL fans frequent, said a Visa spokesperson. Digital media includes a Facebook page (www.facebook.com/visafansforlife) that allows people to learn more about the sweepstakes.
The sweepstakes is a key component of Visa's integrated marketing campaign for the 2010 NFL season. Through Dec. 31, U.S. Visa cardholders will automatically be entered for a chance to win a trip to the Super Bowl for life when they use their Visa card. Every year, beginning with Super Bowl XLV in North Texas on Feb. 6, one grand prize winner and one guest will receive round-trip airfare, accommodations and tickets to the Super Bowl. The winner will be selected in January.
San Francisco-based Visa, which has been a sponsor of the NFL since 1995, is the exclusive payment services sponsor of the NFL.
In conjunction with the launch of the TV spots, Visa also announced the results of a survey that underscores the affinity that fans have for the Super Bowl. A majority (54%) of respondents would be willing to miss or postpone events in their life in order to attend the Super Bowl, including work or class, their own birthday party or their wedding. In fact, 5% of respondents would miss the birth of their child to go to the Super Bowl.
More than one-quarter (28%) of respondents said they would choose to go to the Super Bowl every year for the rest of their life over any other annual sporting event in the U.S., including the NBA Finals (14%) and MLB World Series (16%).