MetLife DM METLIFE CENTRAL by SapientNitro Miami

Adsarchive » DM » MetLife » METLIFE CENTRAL


Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United States
Agency SapientNitro Miami
Associate Creative Director Chris Cobb
Creative Director Derek Fridman, Casey Sheehan
Copywriter Susan Phuvasitkul
Released August 2010

Credits & Description

Category: Financial Products & Services
Advertiser: METLIFE
Date of First Appearance: Aug 16 2010
Entrant Company: SAPIENTNITRO, Miami, USA
Entry URL:
Digital Merchandising Strategist and Managing Director: FK Funderburke (SapientNitro)
Creative Director: Derek Fridman (SapientNitro)
Creative Director: Casey Sheehan (SapientNitro)
Account Director: Julia von Winterfeldt (SapientNitro)
Associate Creative Director: Chris Cobb (SapientNitro)
Interactive Developer: Matt Bedette (SapientNitro)
Interactive Developer: Matt Lewis (SapientNitro)
Interactive Developer: Sarvesh Jain (SapientNitro)
Copywriter: Susan Phuvasitkul (SapientNitro)
Project Manager: Anu Menon (SapientNitro)
Technology Architect: Hunter Spence (SapientNitro)
Technology Architect: Kola Ashiru (SapientNitro)
VP Marketing Strategy: Laura McFarlane (SapientNitro)
Director Marketing Strategy: Nathaniel Perez (SapientNitro)
Director Strategy: Michael Leonard (SapientNitro)
Media placement: Interactive / Multi-Channel - New Meadowlands Stadium - 12 September 2010
Media placement: Touch Screen - New Meadowlands Stadium - 12 September 2010
Media placement: Online / Web - World Wide Web - 12 September 2010
Media placement: Mobile - SMS - 12 September 2010
Media placement: Social Media - Facebook, Twitter - 15 July 2010

Describe the brief/objective of the direct campaign.
MetLife created a unique series of digital experiences and games to leverage their sponsorship of the Meadowlands to raise awareness and consideration of MetLife and drive engagement opportunities. Capitalizing on the unique venue, the Meadowlands is the only professional football stadium to have a home game every weekend of the regular season, MetLife Central is designed to engage visitors and enhance and extend their experience through various interconnected touch points and social media.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Leveraging the passions that fans bring to sporting events and concerts, the MetLife Central experience was developed around enhancing their event and providing both digital souvenirs and immersive experiences that rewards card members with prizes. Starting with the micro site hub we created a centrally located loyalty program and enhanced their experience by providing engaging activities that let them not only take home souvenirs and win prizes, but also share the experience outside of the stadium. Prizes range from plush Snoopy’s to meeting players and actually travelling with a team on an away game.

Explain why the creative execution was relevant to the product or service.
Engage and enhance. MetLife Central is centered on the unique passion and energy that sports fans and event goers bring to the stadium. MetLife Central is a creative outlet for fans that allows them to create lasting, personalized and shareable souvenirs and compliments this with prizes and games, all based on the MetLife Countdown. We created the experience on multiple screens, from an 82” touch to the ELO and F5 Motion Tablet. By connecting with card members via email and text messaging during the game, the experience travelled outside of the concourses and down to the game itself.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
MetLife Central launched in September 2010 and membership has grown over the course of the 2010 NFL season. Traffic through the MetLife Central section of the New Meadowlands has increased relative to the other sections and has become the anticipated gathering spot for event attendees. To date the venue averages 1600 Countdown Card sign ups per event and over 3700 prizes have been won. Further, by giving loyalty members real time updates for the Countdown Club contest, we created unique moments for fans to share during the game itself.