Visa Inc. is hoping to harness the power of the 180 million-plus National Football League fans with the latest phase of the card brand’s “Go Fans” marketing campaign.
The card company is promoting its Super Bowl Trip for Life sweepstakes with a series of national television commercials and digital media, including plans for an interactive Facebook page, Alex Craddock, Visa head of U.S. marketing, tells PaymentsSource.
To highlight the sweepstakes, Visa’s global advertising agency of record, TBWA, found four individuals online who have attended every Super Bowl since its inception in 1967, says Craddock. The group, loosely dubbed the “Never Miss a Super Bowl Club,” represents the passion fans have for the NFL and showcases the lifetime of memories these men have from attending every Super Bowl, he says.
“It was phenomenal to have four people who have really done this,” and Visa can manifest what it would be like to go to all the Super Bowls, Craddock says. The ads, which first ran on Oct. 10 during Fox NFL Sunday TV program, will run primarily on game days, which most weeks are Sundays and Mondays.
Visa automatically is entering cardholders who use their cards through December into the sweepstakes.
Visa launched the “Go Fans” campaign with the run-up to the FIFA World Cup tournament (
What do you think about this? Send us your feedback.
