In the lead up to Super Bowl LV, sports streaming service Kayo and ESPN have launched an AR-driven campaign that will take NFL fans behind the scenes of quarterbacks Tom Brady, Patrick Mahomes and Russell Wilson’s stories of success.
Created by Now We Collide the interactive out-of-home (OOH) ads aim to drive emotional engagement and interest in the Super Bowl. Leading the OOH component are two street murals designed by sports artist Lee Olson and painted by graffiti artist Reubszz.
Scanning the QR codes on the OOH ads will reveal the video content featuring the quarterbacks. Digital and social is also supporting the campaign.
The films were created by building on Now We Collide’s experience working with ESPN on weekly content initiative and campaigns since 2016. The mobile-first strategy behind the campaign was selected in recognition of the viewing behaviour of Australian NFL fans.
Carl Burgmann, head of social for Kayo, said: “This year, for Super Bowl 55, we wanted to try something new and appeal to sports fans at all levels, to connect them with the moments, stories and legends of Super Bowl.”
Ryan Bodger, chief creative officer of Now We Collide, added: “This campaign is really exciting for us, marrying AR tech to heighten the storytelling experience to give fans an intimate moment with the superstars of the NFL, bringing their unbelievable achievements to life in an exciting new way.
“We know people emotionally connect with and share inspirational stories – especially in sports. When you see these films you can’t help but feel an emotional connection to the players and the game itself, whether you are an NFL fan or not.”
Brady, in his tenth Super Bowl and first for the Tampa Bay Buccaneers, will take on Mahomes, the defending champion quarterback for the Kansas City Chiefs, in this year’s blockbuster.
ESPN marketing manager for Australia and New Zealand, Mark Porter, said: “The Super Bowl is one of the biggest sporting events on the planet. Beyond the half-time show and the spectacle that surrounds Super Bowl, there are some incredible stories that people may not know. We wanted to share these incredible Super Bowl moments and remind sports fans what makes this event so great.”
The Super Bowl will air live in Australia on ESPN and Kayo from 10:30 AEDT on 8 February.
Credits
ESPN
Mark Porter – Marketing Manager
Kayo
Carl Burgmann – Head of Social
Ashley Streeting – Paid Social Specialist
Stephanie Lukin – Senior Brand Marketing Manager
Now We Collide
Executive Producer – Keir Maher
Executive Creative Director – Ryan Bodger
Creative Director – Kurt Toohey
Project Producer – Amy Watson
Shoot Producer – Sally Muul
Films Director & Editor – Sarah Peisley
Special Content Director – Simon Morehead
Copywriter – John Kerswell
Story Writers – Sarah Peisley / Ryan Bodger
Art Director / Designer – Lee Olsen / Kate O'Donnell
Mural Artist – Reubszz
Director of Photography – Pat Harris
Sound – James Martel