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.”