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Volume 20 No. 42
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‘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.