Menu
Marketing and Sponsorship

‘TNF’ marketing campaign favors moms, millennials over highlights

In one spot, part of the first creative work for the league by Goodby Silverstein & Partners, a soon-to-be mom is expecting NFL action. description here.
Marketing behind the NFL’s “Thursday Night Football” TV schedule, which begins this week, includes the first creative work for the league by Goodby Silverstein & Partners, a social media promo with a “Thursday Night Football” mobile marketing vehicle, and a “TNF” integration with JibJab.

“Thursday Night Football” is an age-old marketing problem of maintaining avid customers while trying to attract new ones. Thus, Goodby’s TV spots are devoid of NFL highlights, instead showing a woman who arises during labor to turn on the TV and watch the NFL. Another ad shows a group of millennials during a conference call with their boss. He thinks they are talking about work; they know they’re talking about the NFL.

“The consumer insight here is that millennials start their weekend on Thursdays, so when that game is on, the party has started,” said Julie Haddon, senior vice president of marketing for NFL Media.

Social media support features a “Find the NFL Media Cruiser” promo, in which fans find and post pictures of a trailer containing the “Thursday Night Football” broadcast set. Posts with the #TNFSweepstakes tag are entered in a sweepstakes.

A hookup with JibJab will allow users to integrate their “Thursday Night Football” matchup-focused artwork to make their own GIFs, stickers, frames or add to selfies for social media sharing.

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Journal/Issues/2017/09/11/Marketing-and-Sponsorship/TNF.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Journal/Issues/2017/09/11/Marketing-and-Sponsorship/TNF.aspx

CLOSE