A Big Game ‘Flip The Turf’ campaign from gardening, grass, seed and nursery brand Pennington’s sought to encourage football fans across America to sign a Change.org petition to replace the artificial turf which remains on 16 NFL franchise football fields with natural grass.
The campaign, created with agency Droga5, initially set out to drive awareness of the fact that of the 32 NFL team home football fields, 16 are still made of artificial turf – despite the increased chance of injury and the environmental impact?
The aim was, as the nation’s attention focused on football on Super Bowl Sunday (13 February), the pioneering grass industry brand (which focuses on sustainability) rolled out #FlipTheTurf.
The marketing push saw Pennington’s team up with a team of NFL players – including San Francisco 49er George Kittle – to encourage fans to sign a Change.org petition to replace the remaining artificial football fields with sustainable, natural grass.
Plus, if those teams stated that they were willing to make the change, then Pennington offered to supply and install the grass – ‘no questions asked’.
The campaign, which was spearheaded by content aimed at generating sound social buzz via owned channels and influential NFL partners, was initially teased ahead of the Super Bowl and then leaned into game time moments to generate conversation about the switch to grass and garner support for the petition.
The hero ‘Flip The Turf’ online spot dropped online on 10 February ahead of the game and, like the supporting content, sought to drive viewers online to learn more and sign the petition at https://change.org/FlipTheTurf
By the end of the game there were articles promoting the petition and even players speaking up in support.
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