A new digital campaign from the new SoFi Stadium features avowed Rams fan Danny Trejo, an enthusiastic Rob Lowe, local Inglewood woman Precious Ares and the Rams’ team mascot Rampage all exploring the new home of the two LA NFL teams the Rams and the Chargers.
The light-hearted creative see Ares, a long-standing SoFi customer and local resident enjoy access to perks that even her more famous co-stars Lowe and Trejo can’t take advantage of.
The digital ads, created with agency Caveat, showcase member perks at LA’s new football stadium and the objective is to drive awareness of the company’s outstanding member benefits and thus drive new business through the stadium sponsorship.
While sports fans and Rams/Charger supporters remain unable to back their team from the stadium seats due to the pandemic, one lucky fan in Los Angeles got a behind-the-scenes tour of the recently constructed SoFi Stadium.
The campaign was filmed by the personal finance company’s in-house creative agency, in conjunction with Caveat and the spots were directed by Steve Mapp.
It is led by a three-minute hero video backed by a set of 10- and 20-seconds cut downs and launched nationally on SoFi’s social channels with paid amplification at the start of October.
As part of its 20-year complex naming rights deal, SoFi offers a range of in-stadium perks to its members including a dedicated stadium entrance, access to an exclusive lounge, free bag check services, and 10% cash back when using a SoFi Money debit card at the arena’s concession stands.
“We really want to emphasize that the SoFi member is the true VIP at SoFi Stadium,” said SoFi Chief Marketing Officer Lauren Stafford Webb.
“Sports are a key part of our marketing strategy. Not having fans in the stadium right now is 100% the right call,” Stafford Webb continued, adding that the company’s marketing approach will continue to emphasize digital content, rather than experiential, until it’s safe for fans to return.
So integral that in 2016, when the company was just a five-year-old start-up, it shelled out millions for a 30-second Super Bowl ad.
Comment:
While the midst of a global pandemic might seem like an odd time to launch a football-centric sports stadium campaign focused on a benefits which fans can’t currently enjoy, the initiative showcases that SoFi is in the partnership for the long term.
The spanking new, huge hi-tech stadium is the permanent home of both the LA Rams and Chargers NFL teams (which relocated from St Louis and San Diego respectively ahead of the 2016 and 2017 football seasons) and is the most expensive stadium of its kind ever built with a price tag of more than $5bn.
It opened in September, sadly behind-closed-doors due to Covid restrictions and the dangers of the pandemic and is part of a larger Hollywood Park entertainment complex.
In addition to hosting L.A.’s two football teams, the venue will carry the SoFi name through several major events including the 2022 Super Bowl, 2026 FIFA World Cup and 2028 Olympics.
Links:
SoFi Stadium
https://www.instagram.com/sofistadium
https://www.facebook.com/SoFiStadium/
https://twitter.com/sofistadium
https://www.linkedin.com/company/sofi-stadium-and-hollywood-park/
Caveat
Leave a comment
You must be logged in to post a comment.