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

Dentsu Aegis acquires Spoke to bolster Isobar

Jeff Greenspoon and Kai Exos to lead merged agency

BCP and Publicis merge

Merger comes nearly two years after Yves Gougoux sells BCP to Publicis Worldwide

DS+P win Canadian agency of record status for Dulux

Agency will work with Headspace, which is tasked with strategy/creative for Quebec

Sid Lee gives a peek behind the curtain with Transform

Bi-monthly e-newsletter provides research-based industry insights and agency news

McDonald’s marketing misery

Markus Giesler on the chain's identity crisis and why it's becoming increasingly irrelevant

Toronto burger joint’s Allen Iverson parody a social hit

Restaurant owner talks about napkin shortage in low budget YouTube video

Toronto Star hires Rethink

Agency to focus on promoting the paper's print edition and tablet news products