Visa Tells Story of One NFL Fan’s Epic Win, Bringing Super Bowl XLVI Promotion to Life via Multi-Channel Marketing Campaign
To raise awareness for the Visa You and 10 Super Bowl Sweepstakes, which offers cardholders the chance to win a trip for themselves plus 10 friends to Super Bowl XLVI, Visa has unveiled a national marketing campaign that uses social, traditional and digital media channels to bring to life this remarkable prize. At the center of the creative campaign is a long-form web film hosted on Visa’s Facebook page and YouTube channel. The film, directed by Stacy Wall, depicts the epic journey of Ned, a fictitious NFL fan, to Super Bowl XLVI, beginning with the moment that started it all – a swipe of a Visa card to pay for an everyday purchase. National television commercials and a series of webisodes will continue to expand the story, giving audiences an insider’s view of Ned and his unique crew of friends and family as they receive their invitations and embark on a once-in-a-time adventure to witness the biggest event in football.
“At the center of our campaign is a unique prize that one Visa cardholder will actually be able to experience at Super Bowl XLVI with 10 of his or her friends and family,” said Alex Craddock, Head of North America Marketing, Visa Inc. “By utilizing traditional, digital and social media to bring this compelling and creative story of Ned’s journey to life, we aim to connect with NFL fan’s at their point of passion and become a part of their conversation throughout the season.”
National Television Commercials, Web Film and Webisodes
In the past week, Visa launched two national television commercials, “The Entry” and “Superfan Invitation,” to begin telling the story of one fan who won the Visa You and 10 Super Bowl Sweepstakes with a swipe of his Visa card. Opening with Ned flanked by his 10 friends under the bright lights of Lucas Oil Stadium on Super Bowl Sunday, “The Entry” provides an abbreviated look at the promotion winner’s experience, moving in reverse from Indianapolis to the purchase that began his unforgettable journey. “Superfan Invitation” introduces viewers to Ned’s close friend who is in agony over the decision he must make – to don a Baltimore Ravens football helmet despite being a die-hard New England Patriots fan – in order to claim one of Ned’s tickets to Super Bowl XLVI. In the coming weeks, additional national television commercials will offer viewers further insights into Ned’s friends and family and their adventure to Super Bowl XLVI.
Available exclusively on Visa’s social media channels, a long-form web film tells fans more of the story, unveiling the moment Ned learned he’d won the promotion, his invitation to 10 friends and the experiences they encounter leading up to the Super Bowl. This film, along with a series of interview-style webisodes also to air exclusively online in the lead-up to Super Bowl XLVI, will introduce viewers to Ned’s colorful friends while capturing their individual love of football and gameday with friends. A full cast of characters is as follows: Ned, sweepstakes winner; Superfan, a die-hard New England Patriots fan; Mee Maw, Ned’s sweet-looking but tough-talking grandmother; Gary, the store clerk who encouraged Ned to use his Visa card to enter the sweepstakes; Gilbert, an ex-high school football player turned real estate mogul; Frick and Frack, best friends who yearn for the opportunity to attend a Super Bowl; Neil, Ned’s long-lost childhood friend; Ned’s sister and young nephew, a very spirited Buffalo Bills fan; and Carly, the receptionist who has long been the object of Ned’s secret affection.
Mobile users can view here.
Visa You and 10 Super Bowl Sweepstakes
The Visa You and 10 Super Bowl Sweepstakes offers cardholders the chance to win a trip for themselves and 10 friends to Super Bowl XLVI when they use their Visa card through Dec. 27, 2011. The winner and all 10 of his or her guests will receive: tickets to the NFL Experience and Super Bowl XLVI in Indianapolis, Ind., roundtrip airfare and ground transportation, hotel accommodations, admission to a NFL-sponsored party, a meal with an NFL player, and a Visa gift card. Visit www.visa.com/nfl for additional promotion details, including Official Rules. No purchase or obligation is necessary to enter or win. The winner will be announced in early January.
Visa is a global payments technology company that connects consumers, businesses, financial institutions and governments in more than 200 countries and territories to fast, secure and reliable digital currency. Underpinning digital currency is one of the world’s most advanced processing networks—VisaNet—that is capable of handling more than 10,000 transactions a second, with fraud protection for consumers and guaranteed payment for merchants. Visa is not a bank and does not issue cards, extend credit or set rates and fees for consumers. Visa’s innovations, however, enable its financial institution customers to offer consumers more choices: pay now with debit, ahead of time with prepaid or later with credit products. For more information, visit www.corporate.visa.com.
Nancy Panter, 650-432-1454
Fleishman-Hillard for Visa Inc.
Dianna Mangiantini, 415-318-4182