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

Ariad hires two creative leaders

Jason Wren and Trevor Schoenfeld come aboard

Toys R Us celebrates 30 years in Canada with ‘Oath’

An anniversary message from Toronto creative shop Open

WWF says reversing declining fish stocks is easy

Lazy environmentalists celebrated in latest campaign for MSC-approved seafood

Three big obstacles to success for the BlackBerry Passport

Peter Nowak says differentiation is a smart play, but brings its own challenges

Tim Bowen, Tyler Turnbull headed to FCB Canada

Paul Mead retiring after 22 years with the agency

Kiip rolls out video for mobile rewards

Gamers get previews of Walking Dead as part of product roll-out

Perrier launches ‘Inspired by Street Art’ campaign

Street artists’ stories will be the focus of an earned media campaign

Agency Wars V announces 28 fighters who made the cut

Brave industry professionals start training for fundraising event

KBS Canada now has a CEO

Steve McCall formalizes relationship with Toronto and Montreal