Discover Plays On ‘Peggy’ For New Football Ad, Orange Bowl Promos

Maintaining a focus on its customer service, Discover Financial Serviceshas launched a television ad with its popular spokesperson “Peggy” appearing with ESPN analyst Kirk Herbstreit, a former Ohio State University quarterback.

The “Peggy” ad, which is appearing during college football games this fall on such stations at the Big Ten Network, ESPN and NBC, shows Herbstreit grappling with customer service problems at Peggy’s fictitious U.S.A. Prime Credit Co.

Peggy has gained recognition among Discover cardholders and other fans on Face book, Twitter and YouTube because of his comical and unhelpful approach to customer service (see story). The character even helped out a fan with a marriage proposal (see video).

Discover is considering doing more to use Peggy through social media in conjunction with the Jan. 4 college football Orange Bowl, which it will sponsor for the second consecutive year, Jen Murillo, the company’s vice president of brand communications, tells Payments Source. “We’ve got a fun idea to springboard from the ads,” she says, declining to reveal details.

Discover also is offering exclusive experiences tied to the Orange Bowl for Discover cardholders who use their cards or their Cash back Bonus rewards to order and pay for game packages. Experiences include a preview of the half-time show and access to a special tailgate party.

Analysts say both efforts could help Discover broaden recognition of its brand.

“The Orange Bowl is a huge sponsorship,” says Megan Bramlette, director at Apurimac Consulting Group in New York.

Before Discover’s sponsorship of the Orange Bowl and the National Hockey League, the payment company had focused primarily on regional events (see story).

The “Peggy” ads do a good job connecting consumers with something Discover does well, which is customer service, observers say.

“Peggy” ads are a good synergy between having attention-grabbing ads and supporting a brand message, notes Aide Group Senior Analyst Ron Shevlin.

“I like the Peggy campaign because it hits consumers on a number of key fronts, namely getting consumers’ attention, which is not an easy thing to do these days,” he says. “When you hit on something funny and quirky like the “Peggy” ads, then that keeps Discover’s name in front of consumers and gets their message about better customer service heard.”

Discover announced its first sponsorship of the Orange Bowl in 2010 (see story).

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