SBJ/Jan. 31-Feb. 6, 2011/Marketing and Sponsorship

Super Bowl sponsors set activation game plan

The NFL will have 26 sponsors or brands activating against the Super Bowl this week, offering a mix of sweepstakes, sampling and displays. There will be messaging from one of the league’s newest partners, Castrol, to one that’s ending its affiliation with the NFL, Coors.

New partner Castrol isn’t running a television spot, but the league has given it an enhancement at the two-minute warning that will launch its association with the league, said Tracy Perlman, NFL vice president of entertainment, marketing and promotions.

Coors, in its final months as an NFL corporate patron after 10 years, has been running a promo offering Super Bowl tickets and unique access.

In one of the more artfully combined promotions, Visa has combined its offer of Super Bowl tickets for life with creative featuring four fans that have never missed an NFL championship, one of whom will be walking radio row in the days before the game. The fine print of Visa’s promo describes the grand prize as being worth $493,678.

Meanwhile, longtime league partner Gatorade is again sponsoring Media Day.

At the NFL Experience, 13 sponsors will have branded interactive displays.

Pepsi/Frito-Lay activation includes a promo offering a total of $5 million in prizes to authors of user-generated ads if ads for Pepsi Max and/or Doritos sweep the top three spots on the USA Today Ad Meter. At the NFL Experience FanFest, the most recent Pepsi Max creative is being brought to life with a Pepsi Max NFL Combine and associated skills contests, including a vending machine sled. Pepsi’s Super Bowl concert series is in its ninth year and the Pepsi Rookie of the Year award will again be presented to the top newcomer in the league.

For its first Super Bowl, Verizon will supply the NFL Mobile application with a live radio call. There is also a text-to-win contest for a game program, and a game program app. Fans will again have the opportunity to vote via NFL Mobile for the Super Bowl MVP, and the league is hoping to increase voting by 50 percent, to more than a million votes.

Motorola is again sponsoring the Super Bowl Media Center, along with being presenting sponsor for Maxim’s high-visibility party. Chad Ochocinco will again do his best imitation of a journalist, with Super Bowl week updates via the Ocho Cinco News Network (OCNN), powered by the Motorola Xoom.

Procter & Gamble will be demonstrating and sampling a variety of brands, including Febreze, Head & Shoulders and Vicks, at the media center and the NFL Experience.

Retail at the NFL Experience, handled in conjunction with GSI, will take on a new look, with a 30,000-square-foot store including pop-up stores from licensees including Victoria’s Secret, Junk Food and a complete kitchen stocked by NFL licensees.

Consumer products chief Leo Kane said he was hopeful of all-time highs in both generic Super Bowl merchandise and hot market licensed products.

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