Motorola Leverages NFL Stars to Boost Sponsorship - Event Marketer

Motorola Leverages NFL Stars to Boost Sponsorship

DB_Gold_Motorola_2006 Ex
Brand: MOTOROLA
Agency: 141 WORLDWIDE
Awards: EX AWARDS — BEST ACTIVATION OF A SPORTS SPONSORSHIP
Year: 2006

Motorola activated its NFL sponsorship with a fully integrated campaign that reached football fans on site at games, as well as in store, on air and online. The MotoZone mobile tour hit 24 cities, stopping at key retail outlets and at NFL stadiums on game day. A 40-foot-by-40-foot exterior footprint featured interactive games, a PhotoZone where visitors could pose for shots with retired and current NFL stars and a Quarterback Challenge football toss activity. On the truck itself, a locker room environment featured plasma screens running footage of previous tour stops, as well as display areas for Motorola product demos.

To extend the campaign’s reach, a web site allowed visitors to check out the photos from the tour stops and enter a sweepstakes for Super Bowl tickets. Plus, an extensive radio, TV and print campaign featured NFL Hall of Famers Jim Brown and Lawrence Taylor.

More than 90,000 consumer interactions were logged at 48 events, including an average of 1,100 visitors on game days.

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