Visa Takes 'Football Fantasy' Campaign Mobile

As part of its #MyFootballFantasy campaign kicked off last month with the NFL, Visa USA this week has launched the first in a series of mobile rich media ads tied to the theme of fulfilling football fantasies.

Through the integrated marketing effort, the card giant is encouraging fans to share their football fantasies on Twitter and Instagram using the hashtag #MyFootballFantasy. Company executives are managing the tweets with the goal of making a few of them come true.

The new mobile ads -- which will appear initially in the Yahoo Sports app and mobile site and on the iAD network -- invite NFL fans to shake their device to receive “pre-populated” football fantasies. The ad asks “What’s your football fantasy?” and allows users to submit their own fantasies directly through the ad, via the designated Twitter hashtag.

After typing in and entering their fantasy, the ad shows an image of a Visa-emblazoned end zone and a message reading “It’s good!” The idea of using a device’s accelerometer to create an ad users can shake isn’t exactly groundbreaking. Remember the shakable Dockers ad on the iPhone that caused a stir back in 2009? Not so novel in 2013. 

OMD, which was involved in creating the Dockers ad, is handling media for the Visa campaign, with BBDO (advertising), Atmosphere Proximity (digital strategy and creative) and MRY (social media) also involved. Visa plans to introduce additional interactive online and mobile ads around the campaign theme in the coming weeks.

The company this week also debuted a new TV spot as part of effort featuring Atlanta Falcons wide receiver Julio Jones doing a fan-inspired touchdown dance. A prior commercial depicted San Francisco 49ers head coach Jim Harbaugh taking charge of a peewee football team. 

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