1. CELEBRATING
50 YEARS

2. PRESENTED BY THE NFL CANADA TEAM
Jack Wang
Jimmy Song
Johnny Tong
Ronny Rajchel
Stefano Signorile

3. AGENDA Marketing Timeline Budget Campaigns
Consumer & Competitive Analysis
Relevant Partners
Target Market
Marketing Timeline
Budget
Campaigns

4. What does the Super Bowl mean to Canadians?
Canadians love sports 55%*
Entertainment
Value Tradition
Drawn to the perks of
American Television
*See reference
Analysis
Partners
Market
Timeline
Budget
Campaigns

5. Competing Sporting Events
Toronto 2015 Pan American Games
FIFA Women’s World Cup Canada 2015
NBA Playoffs
NHL Playoffs
Analysis
Partners
Market
Timeline
Budget
Campaigns

6. Relevant Partners
Analysis
Partners
Market
Timeline
Budget
Campaigns

7. Millennials Two way conversations Customizable Products
Corporate Social Responsibility
*See reference
Analysis
Partners
Market
Timeline
Budget
Campaigns

8. The Quebec Market
Identity
Quebec wants to preserve their own culture, language and history.
Consumer Profile
1) Income
2) Sports and Leisure Expenditure
3) Shopping Characteristics
Analysis
Partners
Market
Timeline
Budget
Campaigns

10. Vince Lambardi

12. Marketing Campaign Timeline
Analysis
Partners
Market
Timeline
Budget
Campaigns

13. Percentage Costs of each Campaign
Analysis
Partners
Market
Timeline
Budget
Campaigns

14. Xbox Kickoff Social Overview
Creating S.U.P.E.R.F.A.N.S -
Xbox Kickoff Social Overview
Coincides with start of regular season
Partner provide food/beverage, and sound __system
Toronto, Vancouver Montreal, Calgary
Hologram technology
Analysis
Partners
Market
Timeline
Budget
Campaigns

15. X-Box Kickoff Social – Be in the Game Partner-up with EA Sports
In game-experience
Partner-focused engagement platform
Leverages Super Bowl 50
Appeals to demographics
Analysis
Partners
Market
Timeline
Budget
Campaigns

16. X-Box Kickoff Social – Madden Tournament Experiential Deliverable
32 guests per city
Participants selected through a “Flash Twitter” campaign
Two way conversation
Drives NFL Consumption
Quebec Fan Growth
Analysis
Partners
Market
Timeline
Budget
Campaigns

17. X-Box Kickoff Social – NFL Zone
Integrated display of NFL memorabilia
Player Zone: dedicated centre for athletes
Edutainment and Fan Growth
Analysis
Partners
Market
Timeline
Budget
Campaigns

18. Example of the NFL Huddle
Analysis
Partners
Market
Timeline
Budget
Campaigns

19. Nike “Just Do it” Bursary
Promotes the “Play 60’ Initiative
Rewards kids for physical activity and healthy living
Prizes include education grants, sporting equipment and Super Bowl tickets
Analysis
Partners
Market
Timeline
Budget
Campaigns

20. NFL Canada – Quebec Page
Over 80% of Quebec residents proudly claim French as their mother tongue*
Separate NFL Canada Facebook with French content
* See reference
Analysis
Partners
Market
Timeline
Budget
Campaigns

21. Example of NFL Quebec Twitter Page
Analysis
Partners
Market
Timeline
Budget
Campaigns

22. S.U.P.E.R.F.A.N. Rewards Program
Rewarding Super Fans
S.U.P.E.R.F.A.N. Rewards Program
Actions
Points Accumulated
Liking Facebook page
100
Following Twitter page
Downloading NFL apps
Digitally watching games 10
Using Bell Huddle during game 5
Buying low-margin products from approved partners (Bud Light, Pepsi, Papa John’s, P&G, Frito Lay) 50
Analysis
Partners
Market
Timeline
Budget
Campaigns

23. Top 10 point accumulators
S.U.P.E.R.F.A.N. Rewards Program
Rewards
Points Cost
NFL Merchandise - hat
2000
EA Madden NFL 16
6500
Nike training gear
Bose Headphones
20000
Xbox One
30000
Super Bowl 50 Tickets
Top 10 point accumulators
Analysis
Partners
Market
Timeline
Budget
Campaigns

24. S.U.P.E.R.F.A.N League Add on Feature to existent NFL App
S.U.P.E.R.F.A.N Team
Opportunity to win 5 Super Bowl tickets
Two-way communication
Social Media Consumption
Gamification
Analysis
Partners
Market
Timeline
Budget
Campaigns

25. Quebec Celebrity Endorsement
Celine Dion
P.K. Subban
Georges St. Pierre
Analysis
Partners
Market
Timeline
Budget
Campaigns

26. Marriott Fantasy Faceoff
Canadian fantasy sports competition segregated by cities
City with highest accuracy of fantasy picks wins
Marriott hosts pre-Super Bowl party in location of winning city
Analysis
Partners
Market
Timeline
Budget
Campaigns

27. THANK YOU
Q & A

28. References
[Slide 4] Kryk, John. (2015, February 7). More Canadians per capita watched Super Bowl than Americans. Toronto Sun [Web]. Retrieved February 16, 2015, <
[Slide 7] David Coletto. "Canadian Millenials: I Am The Simple Lifer." Canadian Millennials An Abacus Data Practice. N.p., n.d. Web. 22 July <
[Slide 20] Krashinsky, S. (n.d.).Target take note: Quebec market tricky for outsiders. Retrieved March 2, 2015, <
for-outsiders/article />