NFL Mobile: AdWeek’s Top 10 Most Engaged Video
Between rooting for their favorite teams, updating their fantasy rosters, and catching the prime-time match-ups, NFL fans constantly juggle their desire for more football with life’s more mundane responsibilities. Enter "Verizon NFL Mobile," the first app where fans can watch live games from their phone.
The socially-led campaign garnered millions of engagements, hundreds of thousands of downloads, record brand conversation, and quickly extended into a television spot.
Facts & Figures
- 5.9% engagement rate, highest of all Verizon campaigns at the time
- 0.54% Click through Rate, two times existing benchmarks
- 30,000+ mentions over the course of the season
- AdWeek’s Top 10 Most Digitally Engaging Videos
Summary
A hero video was surrounded by a flood of shorts, tailor-made to break up the social feeds of NFL fans and encourage app downloads.
Verizon needed a deep bench of content in order to get through the long NFL season, and extended the campaign by mining day-in-the-life stock video footage and pairing it with the Football/Life Balance message.
More than 28 players, coaches, and personalities joined in across nearly every team, from Odell Beckham Jr of the New York Giants to Clay Matthews of the Green Bay Packers, and Hall of Fame quarterback, Joe Montana.
The campaign-leading short films featuring Bill Cowher garnered a 35% engagement rate, 82% above benchmark.
One in fifty people who saw Football/Life Balance content passed it along to their friends, the highest share rate for Verizon to date.
Site traffic peaked with a 0.54% click-through rate, nearly two times higher than any other campaign.
The social-first campaign was soon turned into a TV commercial, achieving the highest overall ad score, 2nd highest breakthrough against competitors, and named one of AdWeek’s Top 10 Most Digitally Engaging Videos.
