Visa Kicks off NFL Season with Integrated Campaign
Visa USA is charting several option plays for its National Football League marketing campaign, starting with a TV spot touting the New Orleans Saints and their fans supported by a host of promotions.
The spot, “When the Saints Go Marching In,” will feature Saints stars Drew Brees, Reggie Bush and Big Easy fans when it premieres during the season opener between the Saints and Indianapolis Colts on Sept. 6. It shows fans enhancing their game day experiences by using their Visa cards to buy Saints apparel and other things.
“This is one of the deepest campaigns we’ve ever done,” said Visa spokesman Michael Rolnick. “There’s a TV spot to drive the emotional connection with the NFL. The comprehensiveness is truly expressive this time around.”
Visa is also planning NFL-themed promotions with member financial institutions and merchants. More than 526 card issuers and 20 key merchants will send out more than 48 million direct mail pieces as part of that effort.
National merchants, including Marriott and DirecTV will customize programs. Visa users staying at Courtyard by Marriott this fall will be entered in the Road to the Super Bowl sweepstakes. Customers enrolled in DirecTV’s automatic bill pay program will have a chance to attend the ultimate Super Bowl party, featuring an appearance by an NFL player and prizes.
In-stadium promotions with NFL teams and promotions tied to EA Sports’ “Madden NFL 08” video game are also in Visa’s playbook this season. Visa participated in a pre-launch promotion with EA Sports and GameStop. People who bought the game with their Visa cards prior to the game’s release were entered in a sweepstakes for a chance to win a trip to the Super Bowl. A second promotion, which runs through Sept. 30, also gives buyers a shot at the Super Bowl trip and the Madden Bowl.
Visa is integrated into the game itself, with players able to opt sell a stadium sponsorship to the company to generate revenue for their virtual teams.
In a separate promotion, called Visa Inside Pass, cardholders who use their cards through Dec. 15 will automatically be entered for a chance to win a trip to the NFL playoffs, the Super Bowl and the Pro Bowl, with the chance to meet NFL stars at each event. Each prize package will include airfare, hotel accommodations and a $500 NFL-themed gift card. Hundreds of $100 NFL gift cards will also be awarded. Details are available Visa.com/NFL.
For the third year, Visa will host classroom events featuring NFL players who will impart personal finance lessons to students who will play “Financial Football,” an online and CD-based game that teaches economic principles with NFL-like rules.
