While it took a year or two to get NFL broadcast talent to stop erroneously referring to them as iPads, after nearly six seasons on NFL sidelines, Microsoft’s Surface tablets are up in sales, brand recognition and preference.
Still, according to Dustin Sedgwick, Microsoft’s director of integrated marketing and partnerships, the ample branding opportunities offered by NFL on-field integration were apparent, but not as imperative as integrating within the league itself.
“The branding’s great, but we’re helping the league run — and showcasing the problems our products solve by solving problems for a premier brand,” Sedgwick said, recalling that before the deal teams were still running in-game printed photos from the coaching box to the field. “That’s built a lot of credibility and the brand has grown accordingly.”
In a seasonlong “Make Believe Happen” campaign, Microsoft showed how NFL athletes used Surface tablets in their side hustle, whether that was Cole Beasley’s rap music, Larry Fitzgerald’s travel photography gig or the cupcake emporium owned by Brian Orakpo and Michael Griffin. Extending that campaign, Microsoft is encouraging consumers to help design a suit online, which Todd Gurley will wear to NFL Honors.
During Super Bowl Week, Microsoft also will host a private lounge for product demos, and hopefully spur additional creativity from athletes and influencers within the music, fashion, media, gaming and design worlds.
CMD, Portland, and Wasserman collaborate on activation and strategy on the account; negotiations are handled by Wasserman, content and creative by CMD.
■ FLAG DUTY: CSM’s LeadDog Marketing has become the agency of record for the American Flag Football League. With the move, the AFFL consolidates a collection of no less than seven agencies that were serving the league. LeadDog will assist with marketing, branding, sponsorship sales and game-day presentation.
■ FELLOW SCRIBE: We’re saddened and humbled to report the passing of Elizabeth Comte Reisman after a long battle with cancer. Her reporting on sports business in publications including Sports Inc., The Sporting News, The National Sports Daily and Forbes helped clear our path. Industry types should recognize the name. Mike Reisman, her husband, is a longtime sports agency executive, now a principal at MKTG.
■ COMINGS & GOINGS: Engine Shop has hired former Nielsen and Repucom executive Peter Laatz to head its recently acquired IEG unit as its global managing director. Laatz will be based in IEG’s Chicago headquarters and report to Engine Shop CEO Brian Gordon and President Chris Handy.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
