For our TNF sponsors, the best way to connect with this engaged, affluent audience is to provide them with engaging and innovative experiences.
When Carnival Cruise Line became a TNF sponsor, the brand was interested in both traditional in-game advertising and more custom branded opportunities. Jennifer Austin, Senior Director of Media Strategy and Planning at Carnival Cruise Line, joined Moss at the keynote to discuss The NFL Pile On, a Wednesday night show presented by Carnival. As the first-ever official NFL comedy show, The NFL Pile On generates pregame excitement with a lighthearted, family-friendly approach, helping drive brand awareness through content that embodies the energy of the Carnival brand.
During the game itself, Carnival uses their placements to help generate interest, and then reengages viewers after the game. “We use Amazon audience insights to better remarket to those connected TV buyers [...] well beyond the final whistle,” said Austin. “And this postgame communication is a must, since we found that customers are 143% more likely to engage with Carnival Cruise Line after seeing our ad on Thursday Night Football.”6
At Carney’s session, she was joined by Alex Stone, who is Senior Vice President of Advanced Video and Agency Partnerships at Horizon Media and represents Little Caesars. After being named the official pizza sponsor of the NFL last year, Little Caesars also became one of TNF’s first sponsors. Working with Amazon, they found an innovative way to engage their audience: a QR code displayed during the pregame show that allows viewers to quickly and easily order Little Caesars pizza.
One of the ways Little Caesars measures the success of the campaign is by looking at incremental sales. “A major thing that we looked at was [if there was] cannibalization, in which Tuesday or Wednesday night sales were actually diminishing because of Thursday night sales. And thankfully that's not something we saw,” said Stone.