FedEx gears up for the new football season with an #NFLTrivia social media quiz to drive conversation around its sponsorship of the league’s ‘Air & Ground Players Of The Week’ award (and about the brand too).
The FedEx Air & Ground Trivia Sweepstakes, launched on Twitter, is part of the 11th consecutive year that the company is the league’s naming rights partner of the ‘Air & Ground NFL Players of the Week’.
Collaborating with NFL stars, the campaign sees FedEx ask fans trivia questions about their ‘Air and Ground Awards’ – accolades given to high-performing players for each week of the season based on fan votes.
Fans are able to vote individually and thus select the winning players and they are also able to answer trivia questions about them.
The logistics and delivery company will also make a $2,000 donation to each winning player’s chosen charity from their home towns.
Patrick Fitzgerald, SVP of integrated marketing and communications at FedEx, says the initiative is much more interactive this year than in the past
It’s also undergoing a refocusing around more youthful consumers by focusing on ambassador involvement from new players to the league such as rookies Tajh Boyd of the New York Jets, Johnny Manziel of the Cleveland Browns, and Minnesota Vikings quarterback Teddy Bridgewater.
The quarterbacks are asking fans trivia questions about the FedEx NFL Air & Ground awards, which are given to quarterbacks and running backs each week throughout the season based on fan votes.
Involving the players in the program drives more interested and increases the “healthy competition to win the award,” explains Fitzgerald.
“[The players] take a lot of pride in winning because it’s a fan-voted award,” said Patrick Fitzgerald, SVP of integrated marketing and communications at FedEx.
Comment
Fedex, a long established NFL partner, is kicking off the 2014/15 season with what is a fairly strong social and interactive strategy.
The social media campaign, launched during the first week of preseason games, aims to build fan excitement around the new 2014/15 season.
Links
Fedex Twitter
@Fedex
#NFLTrivia
#AirandGroundSweeps
NFL Air & Ground Players Of The Week Website
http://www.nfl.com/voting/players-air-and-ground/2013/REG/17
NFL Website
