Visa USA researched avid football fans – such as those who buy $3 billion a year in licensed NFL merchandise – in plotting 1999-2000 marketing for its NFL partnership.
So when consumers get a chance to win “football fantasies” starting this September, those dreams are based on the perfervid imaginings of actual chip-chomping, beer-quaffing, roof-raising pigskin fanatics.
In its fifth year as “the preferred card of the National Football League,” Visa is integrating all NFL marketing under the theme, “Visa. It’s everywhere NFL fans want to be.”
Each time cardholders use their VISA card between Sept. 1 and Oct. 31, they’ll be entered to win fantasy events such as lunching with an NFL quarterback, watching a playoff game with NFL players, or having them over to watch the Super Bowl or join in a game of flag football.
Prizes will be awarded weekly for a total of nine fantasies in a campaign handled by BBDO, New York City, TLP, Inc., Dallas, Ketchum, New York City, and Red Sky Interactive, San Francisco.
Two commercials running this NFL season will spotlight fans, and 31 of the league’s most faithful will be honored in the Visa-branded exhibit at the Pro Football Hall of Fame in Canton, OH, following a season-long search.