The Super Bowl is quickly approaching. Many people will watch the Super Bowl from home. Then there will be those fans that get to experience the Super Bowl. This year Visa did a promotion that gave one lucky fan the chance to experience the Super Bowl with 10 friends. The sweepstakes is called You and 10. This sweepstakes goes beyond just tickets to the Super Bowl it offers an exclusive experience. Visa signed on with the NFL so that they could offer their cardholders promotions that would allow them to be part of game. This promotion is just one of the many opportunities Visa offers their cardholders when it comes to the NFL. This post is going to share the details of the Visa You and ten Super Bowl promotion and explain why this promotion was such a success this year.
Visa is currently the official payment service of the NFL. Visa has had a relationship with the NFL since 1995. This sponsorship deal allows Visa to give back to their cardholders. The You plus 10 Super Bowl promotion allows the winning fan to choose ten friends to accompany them on the ultimate experience that leads to the Super Bowl. The trip itself is five days and four nights. It includes airfare, hotel accommodations, admission to an NFL party, a meal with an NFL player and a visa gift card. Visa has brought the ultimate NFL experience to life. In order to be entered you must own a Visa credit card. The card must be used between September 8 and December 27. If Visa cardholders do not wish to make a purchase they can mail a request to be entered into the promotion. This promotion shows just how involved Visa is when it comes to offering benefits to their cardholders. Visa has showed how great a sponsorship can be when you team up with the NFL.
The success of this promotion came from the advertising that Visa used. Visa created a character named Ned. Then they used his story to show just what the promotion involved. Ned is a normal guy that swipes his Visa card to buy cereal and milk at a convenient store. After he makes the purchase with his credit card he is contacted letting him know that he won tickets for himself and ten friends to attend the Super Bowl in Indianapolis. This is when it gets interesting. Ned starts contacting friends and family to invite them to join him. Each section of the story shows who Ned invites to join him. He chooses ten people including the store clerk and his grandma. The story then ends with Ned sharing his experience with friends and family at the Super Bowl. This whole story was put into commercials each strategically played during games allowing people to see Ned’s story. If you have not seen the story I have included the full Youtube video at the bottom. This story allows fans to imagine that could become the next Ned. This is an experience that any NFL fan would want to be a part of.
In addition to the commercials Visa issued webisodes. The webisodes offer a deeper look into Ned’s friends and their love for the game of football. Visa even incorporated social media. Visa wanted to be sure that cardholders knew about this once in a lifetime exclusive experience. They also wanted their cardholders to be involved with the brand. Facebook was used to display information regarding the sweepstakes. It also featured the You plus ten draft. This allowed people to select the ten people they would bring if they were selected to win the promotion. They were able to interact with fans on Facebook by offering a response to their picks and by allowing people to participate in polls. YouTube offered fans a chance to relive and capture Ned’s story. Twitter was the third social media site used. This was used to offer people tickets to regular season games. Which was a promotion used all year long by Visa. It also promoted the You plus ten promotion by encouraging fans to get involved with the mobile application. This application featured the You and ten draft that was also featured on Facebook.
Visa has managed to make their sponsorship with the NFL go far. They know that fans want to be part of the game and they make this happen through promotions. Visa allows their cardholders to win tickets all season long. Then they added the You and ten sweepstakes which just takes the stakes that much higher. What fan wouldn’t want to be a part of this promotion? Visa has shown the importance of a sponsorship when it comes to offering exclusive benefits. Visa will not only be able to reward cardholders, but this promotion will help earn them more cardholders. I love that Visa works hard to gain the most out of their sponsorship with the NFL. I also like the advertising they used to promote the sweepstakes. They were able to create a story that could be relatable to anyone. They were able to use all the right channels and get this promotion to be the success that it has become. I chose to write about this sponsorship because I think it is one of the most highlighted promotions this year. The Super Bowl is in two weeks and the winner of this promotion will be living an experience that will never be forgotten.
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