SBD/September 20, 2013/Marketing and Sponsorship

NFL Debuts "Together We Make Football" Campaign Starring 10-Year-Old Girl

A new promotional campaign from the NFL debuted during Thursday night’s Chiefs-Eagles game, and the "star of the show is a 10-year-old phenom named Samantha Gordon," according to Anthony Crupi of ADWEEK. Gordon last fall "became a cause célèbre after a YouTube video of her gridiron exploits went viral." She appeared in the league’s first "Together We Make Football" spot. The 30-second promo aired "twice during NFL Network’s Prekick Show and once in the first quarter of Thursday Night Football." The spot features "snippets from Gordon’s 2012 highlight reel and includes some of the many media appearances she made in the wake of her newfound fame." Other spots in the series "will feature testimonials" from Pro Football HOFer Joe Montana, and former Secretary of State "and diehard Cleveland Browns fan" Condoleezza Rice. NFL Films Supervising Producer Keith Cossrow said that Gordon’s experience "became the inspiration and the blueprint for the 'Together We Make Football' campaign." Fans who "navigate to the microsite can upload a video of up to five minutes in length or submit an essay no longer than 1,000 words." Approved submissions that appear on the site "subsequently will be available to share via social media." The "best entries submitted before Nov. 5 will be eligible for inclusion in an upcoming NFL Films documentary" (ADWEEK.com, 9/19).
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