Experiences marketplace Groupon teamed up with NFL tight end Rob ‘Gronk’ Gronkowski on a Big Game competition offering one lucky winner (and 15 friends) the chance to ‘Party Like a Player’ at the Super Bowl winner and Tampa Bay Buccaneer’s star’s mansion
While The Gronk himself is away at the Super Bowl on 13 February, the contest winner and pals will be flown to Boston to take up residence in the player’s house in Foxborough (Massachusetts) – where he lived during his time as a player with the New England Patriots between 2010 and 2018 – for a watch party boosted by local Groupon experiences (which include beer and wine tasting, mini golf, an indoor bounce house, axe throwing and a hot stone massage station).
Fans can enter the contest daily via the Groupon app and on a bespoke competition microsite until 2 February and those not lucky enough to scoop the grand prize will also have the chance to enter to win other Groupon experiences (including a trip to Las Vegas from MGM, a trip to Cancun from Great Value Vacations, a VIP New Kids on the Block concert experience from Live Nation and a Blue Man Group Experience in New York or Chicago).
Groupon’s objective behind this ‘Party Like A Player’ contest-led activation is to highlight its wide range of experiential offerings: which have been under pressure during the pandemic as consumer sentiment and regulations have disrupted in-person activities. This strand of its business offering has returned in recent months with a focus on more tailored offerings with limited capacities.
The campaign was promoted by a hero spot which comes in 33- and 16-secopond versions and which dropped on 24 January and supported by additional social content deployed across the brand’s own platforms, online video, over-the-top, paid and organic social and display advertising, as well as OOH work and an app strand.
“Even if you’re not able to party like a player, we all know that experiences connect us and create unforgettable memories that last a lifetime. With thousands of incredible experiences, we hope consumers will think of Groupon when they are looking for the biggest selection of local experiences any one marketplace has to offer,” explained Groupon Vice President of Brand Melanie Hellenga.
Comment
Groupon’s Big Game marketing approach leverages interest around one of the NFL’s most popular and high profile players, while also swerving the high cost of paying NBC for a Big Game ad slot.
Gronkowski and his Tampa Bay Bucaneers were eliminated from the 2022 Super Bowl in the Playoffs: a defeat which might see him retire (again). LKnown for his big personality and his on- and off-field antics, Gronk has been a sports-related brand ambassador for several other companies and recently played the role of Bud Light’s ‘Secretary of Summer’.
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