NFL Canada to tailgate with Cap C

NFL Canada is going deep with Toronto agency Capital C on a new online engagement program. The appointment of Capital C follows what Tammy Johnson, manager of marketing and events for the NFL in Toronto, described as a “thorough search of top-tier agencies,” particularly those with expertise in digital and social media. Capital C was […]

NFL Canada is going deep with Toronto agency Capital C on a new online engagement program.

The appointment of Capital C follows what Tammy Johnson, manager of marketing and events for the NFL in Toronto, described as a “thorough search of top-tier agencies,” particularly those with expertise in digital and social media.

Capital C was chosen based on its presentation and credentials, she said.

The agency is tasked with creating an online “Virtual Tailgate” that will enable Canadian NFL fans to personalize the online experience around their favourite team and obtain relevant information and content. It is a new initiative that ties into the league’s overarching strategy to grow its fan engagement, said Johnson.

The Virtual Tailgate will act as an online extension of its real-world counterpart, fostering conversations between fans, allowing them to share favourite recipes, and adding a second screen element to the league’s hugely popular TV broadcasts.

“The key objective is to enhance the fan experience, acknowledging the manner in which fans consume content surrounding the NFL in Canada,” said Johnson. “Our strategy was to develop a digital platform that aligned with industry trends and research.”

Advertising Articles

Jean-Sébastien Monty joins Bleublancrouge

He joins the agency as managing director, remains president and partner of U92

Postmedia names Sid Lee agency of record

Win follows successful "Postmedia Reimagined" campaign

The arrogance of experience (Column)

Martin Waxman gets the inside scoop on what journalists want—and don’t want

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support recently-introduced line

Revera tackles women’s fears about aging in new film project

Partnership with Reel Youth bridges generation gap

Twitter booth and a VIP Mom keep the buzz going for Target

Retailer gives consumers a behind-the-scenes look during Fashion Week

Brian Hickling heads to Extreme Group

Industry vet returns to the east coast to direct the agency's Halifax office