MetLife Promo METLIFE CENTRAL by SapientNitro Miami

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Industry Business equipment & services, Corporate Image
Media Promo & PR
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: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: METLIFE
Date of First Appearance: Aug 16 2010
Entrant Company: SAPIENTNITRO, Miami, USA
Entry URL:
Digital Merchandising Strategist/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)
Vice President 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 objective of the promotion.
MetLife created a unique series of digital experiences to leverage their sponsorship of the Meadowlands, and raise awareness and consideration of MetLife and drive engagement opportunities. Capitalising 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 engages visitors and enhances and extends their experience through various interconnected touch points and social media.

Describe how the promotion developed from concept to implementation.
Leveraging the passion that fans bring to sporting events and concerts, MetLife Central was developed around enhancing event goers visits and providing them with both digital souvenirs and creative and immersive experiences. Starting with the micro site hub, we created an experience and loyalty program that was centrally accessible, and enhanced their stadium visit by providing engaging activities that let them not only take home souvenirs and win prizes, but also share with others outside of the stadium. The site served as the central location for driving awareness and promoting MetLife brand awareness.

Explain why the method of promotion was most 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, personalised and shareable souvenirs, and compliments this with prizes and games, all based on the MetLife Countdown. Fans show up earlier for the experiences and win prizes across a wide range of value and stay longer to create memories. We saw a big opportunity in extending the visit by giving the fans a reason to spend more time at MetLife Central.

Describe the success of the promotion with both client and consumer including some quantifiable results.
MetLife Central launched in September 2010 and membership has not only grown over the course of the 2010 NFL season, but also the number of people who sign up at each game has increased. 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 1,600 Countdown Card sign ups per event and over 3,700 prizes have been won.