Xbox Promo XBOX - NFL/PLAY 60 SPONSORSHIP by Wunderman Chicago

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XBOX - NFL/PLAY 60 SPONSORSHIP

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Industry Video Games/Consoles
Media Promo & PR
Market United States
Agency Wunderman Chicago
Creative Director Steve Wheeler
Account Supervisor Tara Nummela
Released May 2013

Credits & Description

Advertiser: XBOX
Agency: WUNDERMAN3
Category: Best Sponsorship or Partnership Campaigns
Senior Production Artist: Cameron Danemark (Wunderman3)
VP/Creative Director: Dave Rothkopf (Wunderman3)
SVP/Group Account Director: Jim Rappel (Wunderman3)
Account Executive: Jed Strong (Wunderman3)
VP/Account Director: Kate Blevens (Wunderman3)
Creative Director: Steve Wheeler (Wunderman3)
Motion Graphics Designer: Walton Beury (Wunderman3)
Studio Project Manager: Chris Caposey (Wunderman3)
Production Supervisor: Mat Krawcyzk (Wunderman3)
Account Supervisor: Tara Nummela (Wunderman3)

Client Brief Or Objective
Kinect for Xbox 360 turns video games into active, fun exercise for kids and families. Yet many consumers still associate video games with a more sedentary lifestyle. By sponsoring the NFL and its Play 60 platform – an initiative to get kids active 60 minutes per day – Xbox demonstrated how its Kinect technology and games are a viable way to exercise and have fun, whether on the field or in the home.

Implementation
The NFL/Play 60 sponsorship allowed Xbox to scale its marketing communications and reach its target audience with a truly multi-channel approach. Through the sponsorship, Xbox impacted tens of millions of viewers via co-branded commercials while also conducting Play 60 clinics in local communities across the country to reach kids and families on the individual level. To further reinforce the association between Kinect for Xbox 360 and active play, Xbox worked with the NFL to create campaigns throughout the season that challenged kids and schools to commit to getting active 60 minutes a day – all with the help of Kinect.

Relevancy
Xbox’s sponsorship of NFL/Play 60 was initially met with skepticism, as some were surprised to see the NFL associate its youth activity program with a video game company. The NFL, however, was uniquely positioned to help prove skeptics wrong. Consumers trusted the Play 60 brand, and the sponsorship allowed Xbox to communicate directly with kids, parents and even school administrators. Through numerous marketing channels, including TV, digital and experiential, as well as NFL teams and players, Xbox demonstrated how Kinect could make an impact and be an authentic partner in the fight against childhood obesity.

Outcome
Through the NFL/Play 60 sponsorship, families saw Xbox as a true partner in the fight against childhood obesity and identified Kinect as a viable tool to get active. During the 2012 season, more than half a million kids and parents pledged to get 60 minutes of activity with the help of Kinect. Nearly 20,000 people played Kinect at Play 60 clinics and other NFL events.Overall, the sponsorship resulted in more than 602 million impressions. Ultimately, Xbox’s sponsorship of the NFL and Play 60 created nearly $36 million in marketing value, resulting in a ROI of 3.68:1.