It's that magical time of the year again when I actually have a reason to pick up the phone and call my buddies because I have something to talk about... Fantasy Football. Fantasy Football allows men to hang out with their friends, use college humor and smack talk each other. God I love this time of year!
I was lucky enough to team with David White on the strategy for the CBS Sports Fantasy Football digital campaign and 22squared used some propagation planning theories to win the business and develop the creative. We gave consumers a personal stake in the campaign by allowing them to customize messages and emails to send to each other. The campaign revolves around a micro site called The Locker Room where people can get some help igniting the season of Smack Talk.
Target Audience on the Creative Brief:
We will target the next generation of Fantasy Football players/owners. At 22 to 28, these are guys in the process of transitioning from the fun, camaraderie, and competition of their college lives to the working world that forces them to be politically correct and act like an adult in social situations. Fantasy Sports offers an escape from the drudgery of their “new life”. Whether it be a team name like “My Vick in a Box” or a seething remark about missing a game for a trip to Bed Bath and Beyond, players are rewarded for re-visiting tactics learned in college when social class was determined by how well you could use your wit to disparage friends.
Key Idea on the Creative Brief:
Fantasy Football at CBSSports.com - A place where guys can come together and tear each other apart.
Step 1: Go to Smack Talk Central
Step 2: Click on Flag a Friend and send an email. The email will appear in their inbox like this:
Step 3: Laugh as they open the email titled 'My Killer Sunset Pictures on Flickr'
Love this post... but need to make one suggestion. Fantasy football is not just for guys. I've had a few leagues I participate in (generally as the only girl, but that's besides the point) every year for a while now.
Good luck to your team! Mine, "Ladies First" (ha!) will be kicking some Fantasy butt this year.
And, Go Steelers!
Posted by: alicia | 07/30/2009 at 12:48 PM
Hehe thanks for sharing your thoughts and you are clearly ready for the new season to start. You know how advertising is, we can't target everyone.
Posted by: Griffin Farley | 07/31/2009 at 07:17 AM
Hehe, thanks for sharing Alicia! You are clearly ready for the new season to start. You know how advertising is, we couldn't target everyone.
Posted by: Griffin Farley | 07/31/2009 at 07:20 AM