Fantasy Just Got Real.
Brand Campaign | TV | Outdoor | Social | Digital | Cinema
Fantasy just got real
For the launch of this season, Yahoo! completely overhauled their fantasy football mobile app, adding new features like mobile smack talk, league manager tools, enhanced design, and new levels of personalization. All motivating us creatively to launch a campaign with the tagline “Fantasy just got real.” At the time, New Girl was owning the Prime Time TV ratings with Damon Wayans Jr. as a costar who actively posted his love for playing ultra competitive fantasy football on his social channels. It was a perfect fit.
Our campaign launched with a 2 minute spot for cinema, then extended to multiple :30 and :15 cut downs for broadcast along with social posts highlighting Damon Wayans Jr.’s many soundbytes from his philosophy of winning showcased in the campaign.
THIS IS YOUR YEAR
For the first time in years, Yahoo! Fantasy Football was losing ground to its competitors, so establishing category leadership was a priority of the campaign. We recasted Defensive Player Of The Year JJ Watt and added rising star Quarterback Colin Kaepernick. Built from consumer research that many people were reluctant to play a season after losing the prior one, we went out with the campaign tagline “this is your year”. The successful campaign ran several TV spots, Online Video, and Social.
A trending catchphrase
Early in the campaign, we noticed the Houston Texans and their fans were all over the line we wrote for JJ Watt, “Shut you down”, from the prior year’s TV spot. It trended on twitter in Houston for over 4 weeks of the NFL preseason so we responded with additional spots highlighting JJ and his new catchphrase–which he still uses today.
It’s SmackTalk season
To start this season, Yahoo! added a smacktalk chat feature to their popular Fantasy Football platform. The tool that let you use gifs, videos, and audio bytes to add some hilarious attitude to your banter with your friends or coworkers. No other competitor had this feature, so we focused on that attribute for the campaign tagline, “It’s SmackTalk season.”
Our campaign launched used TV, digital, and a nationwide outdoor campaign that was filled with athletes, coaches and of course, smack talk. The outdoor ads in particular were highly successful, winning a Sport Clio among other industry awards.
