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The Company You Keep ® 1 In The Game Advertising Strategy Enhancing the Brands Visibility and Perception Chris Sorgie CVP, Corporate Communications.

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Presentation on theme: "The Company You Keep ® 1 In The Game Advertising Strategy Enhancing the Brands Visibility and Perception Chris Sorgie CVP, Corporate Communications."— Presentation transcript:

1 The Company You Keep ® 1 In The Game Advertising Strategy Enhancing the Brands Visibility and Perception Chris Sorgie CVP, Corporate Communications

2 2 The average American is exposed to more than 600 advertising messages per day.* *Source: The Nielsen Co.

3 Broadcast primetime viewership declines. 3 -8% 2010 vs Sports TV viewing increases. +16% 2010 vs Source: TargetCast tcm analysis of data from The Nielsen Co. America loves watching sports A25-54 Program Live Ratings Date Range: 1/1/ /31/2009 for CY'09 1/1/ /31/2010 for CY'10

4 Sports Advertising Spend Soars Insurance category was the fifth-biggest with $528 million in % 2010 vs Top 50 advertisers spent $6.6 billion on sports advertising in % 2010 vs Source: SportsBusiness Journal analysis of data from The Nielsen Co.

5 5 Break through the clutter Competitive environment Limited budget New York Life Advertising Challenges

6 Opportunity: In-Game Brand Integrations 6

7 Sports programming is watched live by 97% of the viewing audience. NYL branded features and signage appears within live game action. Added benefit of bonus exposure on sports highlight shows. Primetime shows rank amongst the most DVRd content. 7 Brand Integrations During Live Sports *Source: Nielsent TV ratings **Source: COMCAST TV Pulse Survey 2010

8 8 Innovative Live Game Action Relevant Brand Message Winning Teams Engaged Audience In the Game Strategy

9 9 Innovative Live Game Action Relevant Brand Message Winning Teams Engaged Audience In the Game Strategy

10 In the Game Strategy includes: Big East Tournament SEC Football on CBS BYU and Utah Double Coverage feature Hockey overtime Safe and Secure baseball features UConn Mens and Womens Basketball Little League New York Life Protection Index 10

11 New York Lifes Big East Title Sponsorship 11

12 New York Life Cube Toss Challenge 12

13 13 NYL SEC Football First Down Marker SEC Football on CBS – The #1 NCAA Football conference. New York Life logo is superimposed on the field along side the 1st down marker 4 times each game including the SEC Championship game. This is the first time CBS allowed an advertiser to digitally insert their logo inside live game coverage. 13

14 Play Video Clip Utah and BYU Double Coverage Sponsorship Entitlement of Double Coverage in-game feature during all Utah & BYU Foot Ball games on Mountain West Network In-game billboard and sponsor message Utah Challenge college scholarship

15 NY RangersNY Islanders NHL OT Sponsorship: 7 teams & NHL Network 15 NJ Devils Play Video Clip

16 16 Hes Safe at 2nd, Safe and Secure, New York Life Safe & Secure MLB Features

17 17 Expanding Safe and Secure Lexicon ESPN.com used the Safe and Secure language as a photo caption after Shane Victorino slid safely at home The San Francisco Chronicle used the Safe and Secure language in a headline when Buster Posey scored winning run.

18 Center Court Logos TV Visible Signage New York Life Sponsorship of UConn Basketball 18

19 Presenting Sponsor of Record Breaking Game UConn Women sets NCAA Record with 89 Consecutive Wins New York Life Sponsorship of UConn Basketball 19

20 Activation – Record Breaking Game 20

21 21 UConn Men win NCAA Tournament New York Life Sponsorship of UConn Basketball

22 22 Little League Sponsorship National Coverage –World Series on TV –Ad in Magazine –Signage –On-line Local Sponsorship –Over 125 leagues: –Child ID program –Field Signs –Logo on Uniforms –Social Media – & Newsletters

23 23 Little League Sponsorship Activation

24 What is the New York Life Protection Index ? The authoritative measure of a teams aptitude in pass protection. Created by sports information leader STATS. Statistic is comprised of passing yards, sacks, hurries, knockdowns and penalties by the offensive linemen. Team rankings are updated weekly throughout the regular season. 24

25 New York Life Protection Index Goals 25 To increase brand awareness among NFL fans. Deliver NYL protection message. Generate earned media. Provide engaging platform for social media. Generate leads

26 National/Local Media Coverage 26

27 Next Steps: Personal Protection Index 27 Create consumer facing interactive tool that correlates to the NYLPI – generate qualified sales leads for agents

28 Brand Integrations: Radio City Christmas Spectacular Gift Box logo is integrated into the Time Square Scene of the Radio City Christmas Spectacular. 28

29 Summary 29 High impact and innovative Delivered relevant messages Reached an engaged audience Bonus impressions Positive feedback from agents and managers Opportunities for activation and lead generation Helped lift unaided brand awareness, improved brand perception and increased purchase consideration

30 Q & A


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