FOX SPORTS, MYSPACE & THE NFL TO CREATE ON-LINE DESTINATION FOR SUPER BOWL XLII COMMERCIALS
FOX Sports, MySpace and the NFL today announced a partnership to provide Super Bowl advertisers the first-ever game-promoted online component to a network Super Bowl buy. FOX Sports, MySpace and the NFL will create the first Super Bowl-promoted profile on MySpace (www.myspace.com/superbowlads) to view the game’s commercials and provide Super Bowl advertisers an extraordinary opportunity to more deeply connect with consumers than ever before.
In conjunction with FOX Sports’ exclusive Super Bowl XLII broadcast, live on Feb. 3, 2008, this unique partnership allows each marketer purchasing in-game advertising units to have its commercial(s) officially placed on the site with an opportunity to offer consumers a “call-to-action” every time their commercial is viewed after the game. Additionally, the partnership extends the consumer/brand relationship by creating a hub for users to discover, share and virally spread their spots within the MySpace community.
“This historic partnership will make the number one event on television even more valuable to our in-game sponsors,” said Jon Nesvig, President, FOX Broadcasting Sales. “Advertisers are looking to extend their reach beyond linear television to new platforms, and this massive, single-event drive to the Internet through the Super Bowl will provide them a chance to personally engage 140 millions consumers and will deliver on the promise of a truly interactive advertising experience.”
A Super Bowl XLII commercial viewing area, populated with the same advertiser extensions, will also be available post-game to consumers who visit www.NFL.com and www.FOXSports.com.
"The Super Bowl continues to provide advertisers an unparalleled stage to reach a massive and passionate audience," said Brian Rolapp, the NFL's vice president of media strategy. "We look forward to working with Fox and MySpace on this innovative partnership to drive even more value to advertisers who support the Super Bowl while providing our fans another way to interact with the NFL."
Advertisers that purchase multiple in-game units can place a different online activation after each commercial, and their creative options are limitless. The MySpace.com Super Bowl commercial site will be promoted during each half of the Super Bowl XLII on FOX broadcast. The multiple promotions guarantee well over 150 million impressions channeling viewers to the MySpace page once the game has ended. During Super Bowl XLI in 2007 almost 27 million viewers went online to learn more about Super Bowl XLI sponsors, and 10 million went online to see the game ads again (comScore).
Potential multi-platform calls to action might include an auto manufacturer providing an opportunity to cyber-build a car, movie studios providing extended trailers or consumer product brands offering manufacturer’s coupons or exclusive online contests.
MySpace, the world’s leading lifestyle portal will also create an official home for Super Bowl spots within MySpace Video. As one of the most popular video content platforms on the Web, MySpace Video is a community-driven experience that blends premium, user generated and original content.
"We're excited to collaborate with FOX Sports and the NFL to extend the interactive experience for advertisers and fans alike," said John Trimble, Senior Vice President of Sales for Fox Interactive Media. “Millions of fans viewed Super Bowl ads on MySpace last year and our programming around the ads for Super Bowl XLII will prove to be even more successful.”
