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“In The Game” Advertising Strategy. Enhancing the Brand’s Visibility and Perception Chris Sorgie CVP, Corporate Communications. The average American is exposed to more than 600 advertising messages per day.*. *Source: The Nielsen Co. America loves watching sports.

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in the game advertising strategy

“In The Game” Advertising Strategy

Enhancing the Brand’s Visibility and Perception

Chris Sorgie

CVP, Corporate Communications

slide2

The average American is exposed to more than 600 advertising messages per day.*

*Source: The Nielsen Co.

america loves watching sports
America loves watching sports
  • Broadcast primetime viewership declines.

+16%

2010

vs.

2009

  • Sports TV viewing increases.

-8%

2010

vs.

2009

Source: TargetCast tcm analysis of data from The Nielsen Co.

A25-54 Program Live RatingsDate Range:1/1/2009 - 12/31/2009 for CY'091/1/2010 - 12/31/2010 for CY'10

sports advertising spend soars
Sports Advertising Spend Soars
  • Insurance category was the fifth-biggest with $528 million in 2010.
  • Top 50 advertisers spent $6.6 billion on sports advertising in 2010.

+27%

2010

vs.

2009

+30%

2010

vs.

2009

Source: SportsBusiness Journal analysis of data from The Nielsen Co.

new york life advertising challenges
New York Life Advertising Challenges
  • Break through the clutter
  • Competitive environment
  • Limited budget
brand integrations during live sports
Brand Integrations During Live Sports
  • Sports programming is watched live by 97% of the viewing audience.
  • NYL branded features and signage appears within live game action.
  • Added benefit of bonus exposure on sports highlight shows.
    • Primetime shows rank amongst the ‘most DVR’d’ content.

*Source: Nielsent TV ratings

**Source: COMCAST TV Pulse Survey 2010

in the game strategy includes
“In the Game” Strategy includes:
  • Big East Tournament
  • SEC Football on CBS
  • BYU and Utah Double Coverage feature
  • Hockey overtime
  • Safe and Secure baseball features
  • UConn Men’s and Women’s Basketball
  • Little League
  • New York Life Protection Index
nyl sec football first down marker
NYL SEC Football First Down Marker
  • SEC Football on CBS – The #1 NCAA Football conference.
  • New York Life logo is superimposed on the field along side the 1st down marker 4 times each game including the SEC Championship game.
  • This is the first time CBS allowed an advertiser to digitally insert their logo inside live game coverage.

13

utah and byu double coverage sponsorship
Utah and BYU Double Coverage Sponsorship
  • Entitlement of Double Coverage in-game feature during all Utah & BYU Foot Ball games on Mountain West Network
  • In-game billboard and sponsor message
  • Utah Challenge college scholarship

Play Video Clip

nhl ot sponsorship 7 teams nhl network
NHL OT Sponsorship: 7 teams & NHL Network

NY Islanders

NY Rangers

Play VideoClip

NJ Devils

slide16

Safe & Secure MLB Features

He’s Safe at 2nd, Safe and Secure, New York Life

slide17

Expanding Safe and Secure Lexicon

  • ESPN.com used the Safe and Secure language as a photo caption after Shane Victorino slid safely at home
  • The San Francisco Chronicle used the Safe and Secure language in a headline when Buster Posey scored winning run.
new york life sponsorship of uconn basketball
New York Life Sponsorship of UConn Basketball
  • Center Court Logos
  • TV Visible Signage
new york life sponsorship of uconn basketball1
New York Life Sponsorship of UConn Basketball
  • Presenting Sponsor of Record Breaking Game
  • UConn Women sets NCAA Record with 89 Consecutive Wins
new york life sponsorship of uconn basketball2
New York Life Sponsorship of UConn Basketball
  • UConn Men win NCAA Tournament
little league sponsorship
Little League Sponsorship
  • National Coverage
    • World Series on TV
    • Ad in Magazine
    • Signage
    • On-line
  • Local Sponsorship
    • Over 125 leagues:
    • Child ID program
    • Field Signs
    • Logo on Uniforms
    • Social Media
    • E-mail & Newsletters
slide24

What is the New York Life Protection Index?

  • The authoritative measure of a team’s aptitude in pass protection.
  • Created by sports information leader STATS.
  • Statistic is comprised of passing yards, sacks, hurries, knockdowns and penalties by the offensive linemen.
  • Team rankings are updated weekly throughout the regular season.
slide25

New York Life Protection Index Goals

  • To increase brand awareness among NFL fans.
  • Deliver NYL “protection” message.
  • Generate earned media.
  • Provide engaging platform for social media.
  • Generate leads
slide27

Next Steps: Personal Protection Index

  • Create consumer facing interactive tool that correlates to the NYLPI – generate qualified sales leads for agents
brand integrations radio city christmas spectacular
Brand Integrations: Radio City Christmas Spectacular
  • Gift Box logo is integrated into the Time Square Scene of the Radio City Christmas Spectacular.
summary
Summary
  • High impact and innovative
  • Delivered relevant messages
  • Reached an engaged audience
  • Bonus impressions
  • Positive feedback from agents and managers
  • Opportunities for activation and lead generation
  • Helped lift unaided brand awareness, improved brand perception and increased purchase consideration