Brian O'Toole: Integrated Marketing Expert + People Leader
Brian O'Toole: Integrated Marketing Expert + People Leader
Going beyond the game of football to drive consideration for the Microsoft Surface Pro while inspiring fans to take action through branded storytelling and performance marketing
To create a co-branded campaign to showcase how Microsoft Surface Pro can help on-the-go people push their passions further.
Building off Microsoft’s established brand presence in the NFL, we set out to develop a content-driven campaign that tells the story of a multi-faceted NFL star, showcasing how they use the Microsoft Surface Pro to feed their passions outside of the game.
Using this strategy, we developed the Surface Your Passion campaign, and told the story of how All-Pro Wide Receiver Larry Fitzgerald uses the Microsoft Surface Pro for his lesser known passions, travel and photography.
Furthermore, Larry successfully turned this passion into his side hustle by creating Nomad Hill - a travel design company that develops handcrafted itineraries and experiences in some of the most wondrous and awe-inspiring places on the planet.
To bring this story to life, our campaign creative showcased how the Microsoft Surface Pro helped power Larry’s travel experiences, and inspired our audience to take action by entering a branded sweepstakes for a chance to win a once-in-a-lifetime trip designed by Nomad Hill.
Anchored in Sunday Night Football, this call-to-action creative ran across all platforms engaging fans through video, display, and both NBCU and talent social posts.
Thanks to strong IP, top-tier talent, and a strategic distribution plan, we were able to generate over 32M impressions across platforms and mediums during the three week promotion.
Our video call-to-action creative drove 28.4M impressions, while our display creative drove an additional 4M impressions for the campaign.
Socially, we developed an 8-post plan from NBCU handles and paired that with Larry supporting through his owned social accounts. The NBCU posts generated 157k impression across Facebook and Twitter.
Our three week November promotion broke through the clutter and drove more than 145k people to enter the Surface Your Passion sweepstakes.