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Super Bowl XLIXFan Engagement Program Summary
February 2015
Fan Engagement Program Overview
NFL.com Fantasy Player of the Year Sweepstakes ………….............. 3• Online Sweepstakes …………………………………………………….............. 6• On-Site Video Pitch Sweepstakes ………………………………………….... 11
NFL.com Marketing Support …………………………………………………….…. 17
NFL.com Stats Zone Presented by SAP: Screen Content …………….. 19• Social Wall …………………………………………………………………..……....... 22• Top Ticker ……………………………………………………………………………….. 24• Back, Left & Right Screens ……………………………………………………….. 25SAPSponsorships.com/SuperBowl ………………………………………….….. 26
Super Bowl XLIX Review: Activation Metrics ……………………………... 30
Fan Engagement Program
NFL.com Fantasy Player of the YearSweepstakes
NFL.com Fantasy Player of the Year SweepstakesFor Super Bowl XLIX, SAP and the NFL worked together to create a co-branded sweepstakes for the NFL.com Fantasy Player of the Year. SAP is the presenting sponsor of the award, given out each year at the NFL Honors, and the sweepstakes became the vehicle for fan engagement at the NFL Experience.
Existing Activation:• NFL Honors
• Fan voting on NFL.com (votes did not count towards final outcome)
• NFL Experience
Existing Activation:• Presenting sponsor
of the NFL.com Fantasy Player of the Year Award
• On-site activation at the NFL Experience
NFL SAPCo-branded Fantasy Player of the Year Sweepstakes
• Fan voting counts for 2015
• NFL Prizes
Opportunity
NFL.com Fantasy Player of the Year SweepstakesOnline Sweepstakes (January 21 – 31, 2015)• Available to fans nationwide and on-site at the NFL Experience• Fans submit their vote for the NFL.com Fantasy Player of the Year on NFL.com/FPOY
Prizes:• 10 Daily Prizes (Awarded each day during the sweepstakes period)
• Five NFL Game Rewind subscriptions• Five Autographed NFL merchandise
• One Grand Prize • Two tickets to Super Bowl 50 in 2016
On-Site Video Pitch Sweepstakes (January 24 – 29, 2015)• Available to all fans in Arizona at the NFL Experience• Fans create a video pitch for who they want to win the NFL.com Fantasy Player of the year
Prizes (Awarded Separately):• NFL Honors Experience
• Two tickets to NFL Honors and a meet-and-greet with Marshall Faulk• One Grand Prize
• Two tickets to Super Bowl 50 in 2016
NFL.com Fantasy Player of the Year Sweepstakes
Online SweepstakesSubmission Process
NFL.com Fantasy Player of the Year Online Sweepstakes
© 2015 SAP SE. All rights reserved. 7
NFL.com Fantasy Player of the Year Online Sweepstakes
© 2015 SAP SE. All rights reserved. 8
Total Online Entries: 2,507
Confirmation/ Thank You Page
NFL.com
Player Vote Parameter Passed
Confirmation/ Thank You Page
SAPSponsorships.com
Step 1:Fans who wanted to enter into the sweepstakes had to visit NFL.com/FPOY to cast their vote in order to be eligible to enter the sweepstakes.
Step 2:After voting, fans could click on the “Enter Now” button to be re-directed to the entry form page on SAPSponsorships.com
Voting Page
Form Page
NFL.com Fantasy Player of the Year Online Sweepstakes
© 2015 SAP SE. All rights reserved. 9
Step 3:Fans would then provide their contact information to enter into the sweepstakes.
SAPSponsorships.com
Form PageConfirmation/
Thank You Page
Facebook Share
Twitter Share
Once fans completed their sweepstakes entry, they were prompted to share their vote with friends on Facebook and Twitter for the opportunity to earn up to two additional entries into the sweepstakes.
Total Page Views: 25,325
NFL.com Fantasy Player of the Year Online Sweepstakes
© 2015 SAP SE. All rights reserved. 10
Step 4:Once the share buttons were selected, pre-populated posts would open in pop-up windows for fans to share their vote.
SAPSponsorships.com
Confirmation/ Thank You Page
Facebook Share
Twitter Share
NFL.com Fantasy Player of the Year Sweepstakes
On-Site Video Pitch SweepstakesSubmission Process
NFL.com Fantasy Player of the Year On-Site Video Pitch Sweepstakes
© 2015 SAP SE. All rights reserved. 12
Rules Consent & Video Delivery
Method Selection
Fantasy Player Selection Screens
Confirmation/ Thank You Page
Registration Screens
Registration Pages
Video Delivery to Fans
Video Creation & Delivery
Record Your Video
Player Selection
Social Sharing
Facebook & Twitter
Fans on-site at the NFL Experience for Super Bowl XLIX could create a video pitch for NFL.com Fantasy Player of the Year
NFL.com Fantasy Player of the Year On-Site Video Pitch Sweepstakes
© 2015 SAP SE. All rights reserved. 13
Confirmation/ Thank You Page
Registration Screens
Registration Pages
Step 1:Fans who wanted to create a video pitch for their fantasy player of the year registered via tablets on-site at the NFL.com Stats Zone.
To register, fans could scan or enter in their 6-digit NFL Experience number. Fans could also use a manual entry form.
NFL.com Fantasy Player of the Year On-Site Video Pitch Sweepstakes
© 2015 SAP SE. All rights reserved. 14
Rules Consent & Video Delivery
Method Selection
Fantasy Player Selection Screens
Player Selection
Step 2:Once registered, fans could select the player they wanted to make a video pitch about.
Step 3:Fans who accepted the sweepstakes rules were then entered into the drawing. If fans did not accept, they could still create a video without entering into the sweepstakes.
Step 4:Fans were prompted to opt-in to text message delivery once they completed their video
NFL.com Fantasy Player of the Year On-Site Video Pitch Sweepstakes
© 2015 SAP SE. All rights reserved. 15
Video Delivery to Fans Via E-Mail & Text
Message
On-Site Video Creation & Delivery
Record Your Video
Step 5:After registration, fans proceeded to the video area and recorded their video pitch explaining why the player they chose should win the 2015 NFL.com Fantasy Player of the Year
Step 6:Within minutes of completing their video, fans will be sent links to their video via email and text message
NFL.com Fantasy Player of the Year On-Site Video Pitch Sweepstakes
© 2015 SAP SE. All rights reserved. 16
Step 7:After receiving links to their video, fan could share directly from the video page from their computer or mobile device.
On-Site Video Delivery Facebook Share
Twitter Share
Video Delivery to Fans via e-mail & text
message
NFL.com Marketing Support
NFL.com Online Advertising & Promotional Support
NFL.com Marketing Support
© 2015 SAP SE. All rights reserved. 18
The NFL provided additional marketing support to drive fan participation and voting for the NFL.com Fantasy Player of the Year.
Paid Advertising:The creative for SAP’s digital ad-units on NFL.com were changed to promote the Fantasy Player of the Year Sweepstakes during the sweepstakes period.
• Both ad-units on NFL.com/FPOY linked back to sapsponsorships.com/SuperBowl
Earned Promotion:NFL.com designed custom creative that ran in NFL.com ROS digital inventory and promoted both the online and on-site sweepstakes
NFL.com Stats Zone Presented by SAP
NFL.com Stats ZonePresented by SAP
Screen Content
NFL.com Stats Zone Presented by SAP
© 2015 SAP SE. All rights reserved. 20
NFL.com Stats Zone Presented by SAP
© 2015 SAP SE. All rights reserved. 21
NFL.com Stats Zone Presented by SAPSocial Wall
© 2015 SAP SE. All rights reserved. 22
Team vs. Team Word Cloud
Fan Opinion Poll
Super Bowl XLIX CountdownNFL.com Fantasy
Football Player of the Year Candidates
Trending Topics
Fan of the Day
NFL.com Stats Zone Presented by SAPSocial Wall
© 2015 SAP SE. All rights reserved. 23
Team vs. Team Comparison
Path to the Super Bowl Twitter Heat Map
Super Bowl Facts
Fan Videos
NFL.com Stats Zone Presented by SAPTop Ticker
© 2015 SAP SE. All rights reserved. 24
NFL.com Stats Zone Presented by SAPBack, Left & Right Screens
© 2015 SAP SE. All rights reserved. 25
SAP Run Simple Messaging SAP HANA Facts
Video Pitch Call-to-Action
SAPSponsorships.com/SuperBowl
SAPSponsorships.comSuper Bowl XLIX
Homepage Takeover
SAPSponsorships.com/SuperBowl
Super Bowl XLIX Homepage Takeover
• Content hub for all SAP-produced content at Super Bowl XLIX
• Overview of SAP’s partnership with the NFL
SAPSponsorships.com/SuperBowl
Super Bowl XLIX Articles & Videos
Gallery of fan video pitches for the NFL.com Fantasy Player of the Year
Call-to-action driving to fantasy player voting on NFL.com
SAPSponsorships.com/SuperBowl
Fan photos aggregated from Instagram using designated Super Bowl XLIX hashtags
Twitter Feeds:• @SAPSports• @NFL• @NFLFantasy• @Seahawks• @Patriots
Super Bowl XLIX Review
Super Bowl XLIX Activation Metrics
Super Bowl XLIX Review
© 2015 SAP SE. All rights reserved. 31