The campaign was handled by 21 Communications, and will accompany the NFL's first weekly broadcasts of games on nationwide TV. David Turchetti, CEO and director of digital marketing, 21 Communications, is optimistic that an NFL fan base can be built in China, despite the fact that most people in the country do not yet know the rules of the game. "With TV broadcast, there is high visibility, and there is also contact at a grass-root level," he said.
The website was collaboratively created by 21 Communications and Zou Marketing, and invites fans to register for sports discussions and for the coming NFL personal online journal system. For those new to the sport, the website serves as an educational tool for viewing video of football plays. The NFL's new mobile service, meanwhile, enables fans to receive weekly football alerts and chances to win prizes, via SMS, and full-colour cheerleader pictures, via MMS. Said Turchetti: "The NFL has a strategic commitment to form a fan base in China, and the digital media are fundamental in promoting loyalty to the game."
The programme followed news that 21 Communications had secured a round of Series A equity financing, led by Huangpu Enterprise Development Corporation. The company will use the investment capital to fuel 2.5G and 3G wireless application development and expand its services regionally.
NFL hits web for China loyalty bid
The NFL has launched a new online and wireless loyalty campaign in an attempt to popularise American football, a sport which is largely unknown in China.