DIRECTV – NFL DRAFT PROSPECT’S – MOTHER’S ROUNDTABLE

Challenge

AT&T executives challenged The Brand Amp to create a newsworthy platform that would generate significant consumer-facing national media coverage surrounding NFL SUNDAY TICKET and its streaming service – NFLST.TV – during a period of time when the media aren’t typically covering football.

Solution

Utilizing the NFL Draft as the “moment in time” when the national media tend to cover football, The Brand Amp and DIRECTV’s communications team ideated a one-off event where Mom’s of the top NFL Draft Prospects were brought together in Philadelphia the day before the NFL Draft for a roundtable discussion to talk about their feelings and emotions heading into the biggest day of their sons lives along with non football-related, quirky information. DIRECTV gifted each of the NFL Draft Prospects Mother’s with NFLST.TV for the 2017 season providing them the ability to stream every one of their Son’s game throughout their Rookie season on any connected device, which was the “Trojan Horse” to getting the media to cover DIRECTV. The roundtable consisted of several high–end first and second round draft picks Mother’s, including Leonard Fournette, Solomon Thomas, Marshon Lattimore, Deshone Kizer, Haason Reddick and Mitchell Trubisky.

Results

We secured attendance from The Los Angeles Times NFL Reporter Sam Farmer and Rob Maadi, Sports Writer at Associated Press who covered this unique event with stories about their experience and conversations with the NFL Draft Prospects Mom’s. Farmer’s Los Angeles Times story ran on Sunday, May 14 – Mother’s Day – as the featured piece in the Sports section, including full color photos along the front page fold with a significant NFL SUNDAY TICKET and NFLST.TV call out within the first two paragraphs. Maddi’s piece was on Temple’s Haason Reddick being drafted by the Arizona Cardinals that utilized several quotes from his Mom, RaeLakia, including DIRECTV gifting her and five other NFL Draft Prospects Mom’s its streaming NFL SUNDAY TICKET service, NFLST.TV.

30.6M+

Media Impressions

$2.5M

Ad Value