Recently, you might see 'Playoffs Concert Series' streaming on TikTok ahead of the Super Bowl" on the screen spread along the roadside. Yes! The world's biggest shipping company FedX invites 12 TikTok artists to the NFL PLAYOFF HALFTIME Show to advertise its new #pictureproof delivery services. FedEx became an NFL sponsor in 2000, and the delivery service has been successfully identifying ways to weave its positioning and brand messages through football ever since.
@FedEx
Playoff excitement and interest are at an all-time high, with many knock-out games notching up audiences bigger than the game itself. Indeed, more than 150m watched the NFL Playoffs in 2022, with 50M viewers alone tuning in to watch the thrilling AFC divisional game, which made it the second biggest US TV audience of the year.
How the idea comes up?
With the expectation of an equally large audience to watch the playoffs this year, the American shipping company FedEx decided to grab this opportunity uniquely. The brand invites 12 up-and-coming TikTok artists, many of whom are unsigned, the chance to perform for a massive number of viewers in its new campaign' FedEx NFL Playoffs Concert Series.'
Initially, each artist received invitations with an opening activation phase highlighting FedEx's new photo delivery feature, Picture Proof of Delivery.
Following the invites, the brand showcased the artists as they prepared for their upcoming performances, which were held during halftime at each Playoff game from Saturday, 14 January.
Why did FedEx choose TikTok?
Instead of paid targeting media, FedEx designed the campaign to appear naturally on people's feeds. Many young people love using their spare ten minutes to check social media, so the team bets that a significant portion would be scrolling through the ever more popular TikTok app. Therefore they keep it in TikTok and hosted on FedEx-run accounts that produce organic social content.
But finding the right artists to represent FedEx to capture the eyeballs of the social scrollers is challenging. "We're trying to create valuable second-screen experiences, particularly during halftime, where we see a gap in the content," they explain. "We wanted a mix of genres of music and to demonstrate the diversity of talent that is out there."
The BBDO team used the agency's proprietary 'creator scoring system' to bring together all influencer, marketing science, and connections departments to discover influencers that make the most sense for our objective. These 12 up-and-coming artists have different styles and audiences, representing a new combination of artists.
Finding the right artist
It is also an initiative to allow young artists to perform for a vast audience. Since many talented artists in TikTok are waiting to be discovered, such cooperation highlights up-and-comers and demonstrates FedEx's new picture proof of delivery offers.
"It is so easy to get lost in the Super Bowl noise when the hype starts a month beforehand on the new platforms. That's why we wanted to add value to our audience once the playoffs got going while giving up-and-coming artists their halftime show," says Enda Conway, the head of connections strategy at BBDO.
The team ensured their musicians had the freedom to be the most authentic to their personal style.
Key Findings
Most global brands attach great importance to NFL. What are the ways to expose such global brands?
We aim to provide customized and creative marketing strategies to global brands, and paired with our commitment to excellence, we hope to exceed your expectations and boost ROI.
Research: Know who your competitors are, the overall market value of your product, and what problems they are not solving but you can!
Planning: Customized content planning will be made to match your needs, including digital marketing and visual design, while each content-sharing platform is set up to meet the different needs of different demographics.
Pitch the source: numerous market media resources are combined to gain more exposure, including influencer cooperation, social media campaign, etc.
Executive & measure: follow up the project execution, analyze and summarize the result indicators of each stage
The name "market" refers to a creative and artistic twist to traditional marketing. We go by both names because we diligently identify creative solutions to look out for your company's best interest. This is also our "Customized Creative Marketing", the core theory of our marketing strategy.
FedEx's promotion of its #pictureproof service is a case-wide strategy. The original purpose was to get more exposure for the brand in the NFL game hype. During the intermission of the game, they can hear 12 artists organized by FedEx perform, and these 12 artists, when they received the invitation from FedEx at the beginning, they had already started to help FedEx promote this #picutreproof activity. From this perspective, we can understand such creative content planning of brands can have a great influence on the market! From this overall campaign, we can also see the brand culture and spirit of Fedex, which is very warm throughout the event.
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