Visa is partnering with Twitter and the NFL to sponsor the first official online Super Bowl XLV destination featuring Twitter content.
The social media initiative provides fans a new way to engage with each other and discuss Super Bowl XLV. "Go Inside Super Bowl XLV with Visa," collects tweets about Super Bowl XLV from a variety of sources at www.nfl.com/visa. Visa also launched its own Twitter feed (@VisaNFL) that will provide fans with insights, updates and discount offers leading up to Super Bowl XLV.
A microlink to the Visa/Twitter/NFL site will be featured on www.superbowl.com, the NFL's official online destination for Super Bowl XLV. Fans may access it via the web or mobile web. Visa (@VisaNFL) will run a supporting campaign on Twitter with "Promoted Tweets" and "Promoted Trends."
"Go Inside Super Bowl XLV" will include Tweets from reporters covering Super Bowl XLV and will pull in Tweets about the game, the NFL (@nfl), the Green Bay Packers (@packers) and Pittsburgh Steelers (@steelers). It also will feature Tweets from NFL executives, media personalities, NFL players, Visa execs and celebrities. For example, one tweet on Friday afternoon from the user "PracticalMoney" reported that Americans hosting Super Bowl parties plan on spending an average of $118 according to a new Visa Inc. survey.
The site also will provide fans a way to send Tweets to players or include mentions of them in their Tweets by clicking on player photos. Fans also may contribute to the conversation by tagging their Tweets with #SB45, the official hashtag of Super Bowl XLV.
Visa's partnership with Twitter and the NFL is the latest in a series of efforts to leverage the growing popularity of social media channels to connect with consumers. In the past 12 months, social media has become a core component of Visa's marketing campaigns in support of major sporting events such as the Olympic Games and FIFA World Cup.
For example, for the Olympic Games, Visa utilized its Go World YouTube channel to premiere six new Go World commercials before they aired on network television. For the FIFA World Cup, The Visa Go Fans YouTube channel received more than 7.5 million video views throughout the duration of the FIFA World Cup. More than 55,000 fans downloaded the Visa Match Planner, a social media application that allowed users to create customizable FIFA World Cup viewing schedules to share with friends via social networking channels such as Facebook.
Earlier this NFL season, Visa hosted the 24/7 Fan Sweepstakes via Visa's Fans for Life Facebook page, offering fans another way to win tickets to Super Bowl XLV, and used the page to introduce fans to the Never Miss a Super Bowl Club, featured in its advertising campaign.