Jason Taylor giant at major rail stations creates a massive impact overseas for NFL
NFL's objective was to give American football a more international appeal. They wanted to raise the profile of the game between the Miami Dolphins and the NY Giants being held at Wembley stadium by creating a mass appeal for the sport. In recent years American football had not been received well in the UK, and was still overshadowed with the UK's love affair with football. They needed something innovative and ground breaking to make a real impact.
The objective was to create a media first. Advertising needed to be innovative and original to catch the audience's eye and ensure they wanted to find out more about American Football. It was important to create a buzz and PR around the campaign to ensure it was picked up by other media and reached a mass audience throughout the UK.
A 26 foot animatronic robot of NFL star Jason Taylor was created by London based SFX company Artem Ltd. The robot was placed on the busy Victoria concourse as well as standing and walking at London Bridge. This was enhanced with brand ambassadors disributing NFL merchandise as well as screens surrounding the exhibition showing images of American football. Parts of the Big JT were fully moving including a full walk around London Bridge. This was an exciting media first that generated huge interest awareness throughout the UK.
The campaign created PR and media interest including stories in the Daily Mail, videos on You Tube and pictures on Flickr. The story reached accross the globe with stories as far as New York, Los Angeles and even Qatar in the Gulf. This user generated content ensured that the game gained a huge amount of word of mouth publicity which was important in making the game more appealing to a wider audience.
Experiential can be one of the most innovative and creative ways to communicate to a wide audience. These types of experiential campaigns can create a viral media effect generating PR and word of mouth that can reach a global scale. With experiential the possibilities are endless, and are the ideal opportunities to make a real impact that capture the imagination of the consumer.