NFLShop.com Targeting Female Shoppers During Holiday Season

NFLShop.com Launches Campaign Targeting Women During Holiday Season

NFLShop.com during the holiday season will actively "go after female shoppers, who make up the majority of the site's business this time of year," according to Elaine Wong of BRANDWEEK. NFL Direct Senior Dir Bob O'Keefe said that the site has launched a new campaign, via BBDO, N.Y., that contains a TV ad that "carries a 'hinting' element" designed to "draw in female shoppers who might not have considered purchasing sports merchandise for their male counterparts." The spot, currently airing on CBS, Fox, ESPN and NFL Network, shows a male Packers fan "opening up a gift from his wife," and the man "digs into his present so eagerly that he cuts his index finger and a green and yellow foamy substance oozes out -- mimicking the official colors of his favorite team." The man then "pulls a jersey (of the same color) out of the box and hugs his wife." The voiceover says, "This holiday season, give them what they bleed for." Wong reported the ad's debut on Sunday "resulted in a 260[%] spike in online sales for the day." The campaign also features radio and print elements, as well as four million catalogs mailed out this week. It also includes gift card distribution at retail outlets and a deal with Costco in which shoppers can obtain a $100 holiday gift card for $80. O'Keefe said that while the site's online shopping demo "usually skews 70[%] male and 30[%] female," around Christmas the "numbers flip" -- during the '07 holiday season, 60% of the site's shoppers were women. He added that the campaign "marks the first year the NFLshop.com has had a real holiday message" (BRANDWEEK.com, 11/18).