The NFL rolled out a multi-media promotional campaign called ‘Greatness Is On The Clock’ aimed at driving awareness of and buzz ahead of the 2023 NFL Draft.
The integrated campaign was spearheaded by a hero spot titled ‘NFL 2023 Draft: Greatness Is On the Clock”, the 30-second commercial dropped on 14 April along with the copy line “All it takes is one pick to change your franchise forever. Greatness is on the clock at the #NFLDraft”
The creative ran on the NFL Network, all of the league digital and social channels and across Draft partner broadcasters (ESPN, ABC, NFL Network, ESPN Deportes, NFL+).
Created by the league’s agency of record 72andSunny, the league’s own promotional marketing burst launched almost two weeks before the 27 to 29 April Draft itself which was held in Kansas City (Missouri) in the downtown area surrounding Union Station and the National WWI Museum and Memorial and was hosted by Super Bowl champions the Kansas City Chiefs.
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The NFL is also collaborating with the Emmy-winning show ‘The Shop Uninterrupted’ for a special limited series featuring top player prospects and personalities linked to the 2023 NFL Draft. This is the NFL’s first special content series with Uninterrupted: a division of The SpringHill Company, founded by LeBron James and Maverick Carter.
“As the NFL Draft continues to be a pillar of sports and culture, we’re thrilled to welcome ‘The Shop Uninterrupted’ to the 2023 NFL Draft,” explained NFL Media VP of Original Content and Entertainment Angela Ellis. “And showcase this year’s top prospects through intimate, unique conversations in an atmosphere only The Shop can provide.”
The ‘2023 NFL Draft Experience presented by Panini Trading Cards’, the NFL’s interactive, immersive football-themed park was built on the south side of the Museum and Memorial and open for all three days of the Draft and, at the conclusion of each day’s picks, the NFL hosted free concerts in the Draft Theater as part of the ‘NFL Draft Concert Series presented by Bud Light’ featuring Fall Out Boy, Mötley Crüe and Thundercat.
“Kansas City’s internationally recognized passion for sports makes it an ideal host for the NFL Draft,” said NFL EVP of Club Business and League Events Peter O’Reilly. “We know that our partners, including the Kansas City Chiefs, City of Kansas City, Kansas City Sports Commission and Visit KC, will create a one-of-a-kind experience for our fans as we welcome the next generation of NFL players.”
Plus several of the league’s leading partners also activated ahead of and during the Draft including presenting partner Bud Light who’s somewhat low-key activation programme (perhaps dialled down after the recent extremist group attacks on the brand following it featuring trans influencer Dylan Mulvaney in a Spring campaign) included on-site ads, promotions and social media content which included a ‘Draught Day’ play on words approach and an NFL merchandise led click to win contest.
The official cap partner of the NFL, New Era, also promoted its own 2023 NFL Draft Class with a collection of on-stage and off-stage caps and apparel (including men’s and women’s T-shirts and men’s hoodies).
While the NFL and Hugo Boss also unveiled a collection of lifestyle products – BOSS x NFL – which was showcased by a group of teams including the Dallas Cowboys, New York Giants, Las Vegas Raiders, Los Angeles Rams, and Miami Dolphins and which included hoodies, sweatshirts, T-shirts, polo shirts, tracksuit bottoms, and shorts. The collection was at the Draft via a branded pop-up retail experience and was also promoted through a multi-media campaign called ‘BOSS x NFL: Play Like A BOSS’ which featured NFL current players and legends like Micah Parsons (Dallas Cowboys), Jaelan Philips (Miami Dolphins) and Victor Cruz (NY Giants and Chicago Bears).
The BOSS x NFL collection is available on NFLshop.com/hugoboss, hugoboss.com, BOSS retail stores and select national and international retailers.
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