E. Clap Your Hands: After three seasons in the NFL, most consumers and fans are aware that Microsoft Surface is the Official Tablet of the NFL. Microsoft needed to keep consumers engaged in the brand, aware of the device’s importance on the gridiron and in everyday life and, most importantly, increase purchase intent. Microsoft made the latter more convenient with new the new NFL Type Covers, which feature logos from all 32 NFL teams. Question was, how to check all the boxes at once?
Building on the success of prior Surface + NFL efforts, we created a versatile campaign that played at the brand level and product level. The NFL Type Cover Sweepstakes kicked off the effort, and the 2016 season with an easy-to-use microsite rewarding fans with a rebate offer and a chance to win Super Bowl LI tickets. The site’s main visual element quickly became an icon for the campaign, which fans experienced online via banners and page takeovers, as well as in person with motion graphics displays in Times Square and L.A. Live and print ads in Rolling Stone, USA Today and US Weekly. The centerpiece of the campaign is Clap Your Hands, a, cinematic journey that showcases the tablet being utilized by big name NFL players, all to the tune of a very unexpected song.
