Although the general idea of showing NFL players making plays is a basic tag for the fantasy draft, the addition of the superhuman abilities makes this set of commercials precisely entertaining. They contain the perfect ammount of humor and serious attitude to create a brilliant campaign for the fantasy NFL website and business.
Other aspects of marketing involved:
1) Using actual players labeled by team creates a halo effect, you don't see them using T.O. or Michael Vick. They are using credible and well known players each wearing the new sponsor for the fantasy football league, Reebok.
2) Customer Attention: As a viewer I saw all the different amazing plays and searched time after time to find a glitch in the graphics.
Customer Retention: I easily and quickly associate the commercials and campaign with the fantasy football draft so the message is not lost in the entertainment.
Field of References: All of America knows the context and rules of the game of football and can relate to the entertaining message that the commercials portray.
Sustainability: I feel that this campaign is extremely sustainable because there are several other amazing and unrealistic things that a recognizable athlete can do in the context of football. Fantasy football has been growing and growing over the last several years. More importantly the ads instantly leaves me wanting to watch more videos, so in my promoting opinion I feel like fantasy football and Reebok could and should continue with this advertising campaign.
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