AWARD CATEGORY: New Media (Second Place)
CAMPAIGN: NFL Affinity
AGENCY: Organic
CLIENT: Bank of America
In this promotion, Organic took traditional outdoor billboards appearing in two busy cities and converted them into gigantic interactive trivia games.
The games, a partnership between Bank of America and the National Football League, aimed to attract football fans in Times Square in New York City and at Victory Park Plaza in Dallas, where Dallas Cowboy fans were targeted with Bank of America promotions tied to the 2008 season. The game in New York appeared on a billboard directly above a large BOA sign.
With help from Megaphone, a phone call game company, Organic created a multiple-choice trivia game that players could answer with their cell phones.
A number of multiple-choice questions were streamed that football fans could ponder. The scores and final results were displayed on the billboards and players who won would see the last four digits of their phone number pop up on the screen.
What made this promotion particularly notable was the amount of time people stopped to play. The average playtime in Dallas was 10.15 minutes and 3.7 minutes in New York.
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