To build awareness of and excitement around the 2018 Draft the NFL has launched a spoof spot recreating the intro sequence off the classic 1980s television show Dallas to promote the first time the city has hosted the event.
The stars of this digital and social short have switched from JR, Bobby, Sue Ellen, Lucy and the rest of the Ewing and Barnes families to the most talked about young player prospects in football.
The film, which has been created by the NFL in harness with agency Stun Creative (which, sadly for the theme of the story and the spot, is based in Los Angeles) mimicks the famous show intro almost shot-for-shot.
Complete with sweeping city views shot from a helicopter, to the oil rigs and the famous Dallas music.
These stars of the future include Sam Darnold, Lamar Jackson, Saquon Barkley, Josh Rosen, plus NFL: commissioner Roger Goodell (as the ‘Commish’) and even the Dallas Cowboys owner Jerry Jones even makes a cameo appearance.
Other than these last two, none of the young football stars were even born when Dallas dominated the US TV schedules.
“It’s obviously a parody, but it’s such a respectful nod to one of the most popular shows of all time, and there’s the unexpectedness and the twist of having the players as the stars,” said NFL Media marketing SVP Julie Haddon.
It’s fun to bring back those visuals, that style and music and the sense of drama and intrigue.”
According to Hadden, the draft offers up “the moment where dreams are made” and is “when people go from unknown to superstar”.
A further aspect of the league’s Draft work with Stun is a set of art works that saw the NFL commission graffiti artists to paint murals around Dallas of the top draft hopefuls.
These were promoted nationwide through NFL Films ‘making-of’ videos.
Other pillars of the 2018 Draft marketing have ranged from a series of personality-driven ‘Know My Name’ content pieces – which take a similar ‘journey’ style story arc as reality TV competition shows like American Idol (and aim to enable fans to learn about the players’ back stories and follow their athletic journeys).
The NFL is also running a social media focused college and grassroots marketing programme that includes geo-targeting areas with strong potential draft picks.
Plus there are further digital and social support video pieces such as a set of ‘positional prospect’ videos.
“We’re super-sizing how we beat the drum for this event,” Haddon added.
“Outside of the Super Bowl, we have a few massive moments for football. This is one of them.”
This year’s Draft, hosted in Dallas for the first time, will be broadcast live on Fox on 26 and 27 April.
Comment:
This homage to the iconic prime time soap opera leverages the current 80s nostalgia trend that is breaking across popular culture and advertising creative.
From Spielberg’s ‘Ready Player One’ movie blockbuster to the resurgence of The Fresh Prince of Bel Air, and from 80s band classic album revival tours to Netflix mega hit Stranger Tides – the 80s are big again.
Watch out, shoulder pads will be back before you know it.
This entertainment and tv linked approach also fits in with the NFL’s season long marketing strategy of positioning itself as an entertainment offering akin to move blockbusters and hit TV shows as introduced in the new season build-up through the ‘Let The Show Begin’ campaign (see case study).
An approach that was also adopted by the MLB for the beginning of the baseball season aty the start of the month.
Just more examples of the trend for sport and sports marketers to blend their approach with the worlds of entertainment, movies, music and culture rather than just sport.
Links:
NFL
http://www.nflshop.com/source/bm-nflc…
Stun Creative
http://www.stuncreative.com/stun/
