February 6, 2011
MATTER Scores Big at Super Bowl XLV
February 2011--The Green Bay Packers weren’t the only winning team at this year’s National Football League (NFL) championship game in Dallas. MATTER scored a touchdown managing and executing programs on behalf of AXE, Canon, DMI, Van Heusen and Pepsi MAX.
AXE Hair and AXE Lounge
MATTER helped develop a winning program to launch AXE’s newest styling innovation -- AXE Buzzed Look Cream + SPF 15 and aided in securing the brand spokesperson Sam Bradford, the #1 overall pick in the 2010 NFL draft for the St. Louis Rams. In the week following the NFC/AFC divisional championship games, MATTER managed the event and media outreach for Bradford’s style upgrade in New York City, where the AXE Hair team took his hair style from shaggy to a short buzz. With his new look, the team took Bradford to Dallas for a three-day media tour leading up to the Super Bowl. MATTER also led publicity efforts for the “AXE Lounge” in Dallas-- a nightclub experience with celebrity appearances including Cee Lo Green, Jamie Foxx and Glee’s Heather Morris.
Media highlights for the two programs included ESPN, SI.com, AOL Funhouse, FOX & Friends, SIRIUS NFL Radio, CBSSports.com, FOX Sports Radio, Us Weekly, E! News, Page Six, Perez Hilton and the Associated Press.
DMI
Fuel Up to Play 60 (FUTP60), a program created by the National Dairy Council and the NFL, aims to get children to eat healthy and get active. The program, now in its second year featured Jason Witten of the Dallas Cowboys who teamed up with a local Dallas area FUTP60 student. MATTER helped facilitate media efforts around the campaign, locking down key interviews with the NFL Network, FOX Sports Radio, CBSSports.com, Sporting News Radio and SIRIUS NFL Radio.
CANON
For six years, Canon has asked American football fans to submit their favorite youth football photos that depict “Why Do They Love Football?” The campaign has evolved to also include an education component to benefit the Youth Education Towns (YETs) - educational and recreational centers created in each Super Bowl city as a lasting legacy. As part of the program, Canon donates product and expertise to provide students with the tools needed to learn about the art of digital photography. MATTER pitched the overall program concept and oversaw the PR and media efforts with campaign spokesperson Archie Manning. Canon received praise about its commitment to education from NFL Commissioner Roger Goodell and additional attention driven by Manning. Manning participated in more than 15 national and top tier interviews secured by the MATTER team, including Sirius XM Radio, Sporting News Radio, Mike'd Up, ESPN Chicago/ Dallas/Washington DC and CBS Radio Houston.
PHILLIPS VAN HEUSEN
For the second year, MATTER worked with Van Heusen and the Pro Football Hall of Fame on the Fan’s Choice for the Class of 2011 campaign, handling communications strategy and media relations. The Van Heusen Pro Football Hall of Fame Fan’s Choice for the Class of 2011 is the destination for fans to voice their choice for who should be inducted into the iconic Hall of Fame (www.fanschoice.com). At the Super Bowl, Hall of Famers Howie Long, Eric Dickerson, Jim Kelly and campaign spokesperson Steve Young conducted nearly 70 interviews over the course of four days discussing who they thought should make the cut and why they think fans should have a say. The campaign drew more than 4.4 million fan votes and generated more than 500 million media impressions.
PEPSI MAX
MATTER helped Pepsi MAX flexed its zero calorie maximum taste muscle in Dallas with a week-long activation including:
• Garnering media for the eighth annual announcement of the fan-selected Pepsi NFL Rookie of the Year award
• Producing an original content video featuring Super Bowl XLIV MVP – Drew Brees of the New Orleans Saints – and Pro Bowler Ray Lewis to help introduce the new Pepsi MAX bottle
• Facilitating a 23 station co-op SMT about entertaining with Ovie Mughelli of the Atlanta Falcons, showing how the new Pepsi MAX bottle would add to any Super Bowl party
• Showcasing the new bottle in the celebrity and media-filled Super Bowl Style Lounge
• Driving consumer engagement via an interactive 100’x60’ football field at The NFL Experience that greeted fans and brought recent Pepsi MAX NFL ads to life
PepsiCo also hosted a private party for its employees, customers and bottlers featuring performances by DJ Pauly D and Lenny Kravitz, as well as appearances by Mark Sanchez of the New York Jets, Serena Williams, DeMarcus Ware of the Dallas Cowboys, Ahmad Bradshaw of the NY Giants, Josh Freeman of the Tampa Bay Buccaneers and Chad Ochocinco of the Cincinnati Bengals.
In a little more than a week, the team generated media impressions across national and top tier outlets including Associated Press, Reuters, USA Today, NFL Network and ESPN, as well as influential urban and music blogs.
AXE Hair and AXE Lounge
MATTER helped develop a winning program to launch AXE’s newest styling innovation -- AXE Buzzed Look Cream + SPF 15 and aided in securing the brand spokesperson Sam Bradford, the #1 overall pick in the 2010 NFL draft for the St. Louis Rams. In the week following the NFC/AFC divisional championship games, MATTER managed the event and media outreach for Bradford’s style upgrade in New York City, where the AXE Hair team took his hair style from shaggy to a short buzz. With his new look, the team took Bradford to Dallas for a three-day media tour leading up to the Super Bowl. MATTER also led publicity efforts for the “AXE Lounge” in Dallas-- a nightclub experience with celebrity appearances including Cee Lo Green, Jamie Foxx and Glee’s Heather Morris.
Media highlights for the two programs included ESPN, SI.com, AOL Funhouse, FOX & Friends, SIRIUS NFL Radio, CBSSports.com, FOX Sports Radio, Us Weekly, E! News, Page Six, Perez Hilton and the Associated Press.
DMI
Fuel Up to Play 60 (FUTP60), a program created by the National Dairy Council and the NFL, aims to get children to eat healthy and get active. The program, now in its second year featured Jason Witten of the Dallas Cowboys who teamed up with a local Dallas area FUTP60 student. MATTER helped facilitate media efforts around the campaign, locking down key interviews with the NFL Network, FOX Sports Radio, CBSSports.com, Sporting News Radio and SIRIUS NFL Radio.
CANON
For six years, Canon has asked American football fans to submit their favorite youth football photos that depict “Why Do They Love Football?” The campaign has evolved to also include an education component to benefit the Youth Education Towns (YETs) - educational and recreational centers created in each Super Bowl city as a lasting legacy. As part of the program, Canon donates product and expertise to provide students with the tools needed to learn about the art of digital photography. MATTER pitched the overall program concept and oversaw the PR and media efforts with campaign spokesperson Archie Manning. Canon received praise about its commitment to education from NFL Commissioner Roger Goodell and additional attention driven by Manning. Manning participated in more than 15 national and top tier interviews secured by the MATTER team, including Sirius XM Radio, Sporting News Radio, Mike'd Up, ESPN Chicago/ Dallas/Washington DC and CBS Radio Houston.
PHILLIPS VAN HEUSEN
For the second year, MATTER worked with Van Heusen and the Pro Football Hall of Fame on the Fan’s Choice for the Class of 2011 campaign, handling communications strategy and media relations. The Van Heusen Pro Football Hall of Fame Fan’s Choice for the Class of 2011 is the destination for fans to voice their choice for who should be inducted into the iconic Hall of Fame (www.fanschoice.com). At the Super Bowl, Hall of Famers Howie Long, Eric Dickerson, Jim Kelly and campaign spokesperson Steve Young conducted nearly 70 interviews over the course of four days discussing who they thought should make the cut and why they think fans should have a say. The campaign drew more than 4.4 million fan votes and generated more than 500 million media impressions.
PEPSI MAX
MATTER helped Pepsi MAX flexed its zero calorie maximum taste muscle in Dallas with a week-long activation including:
• Garnering media for the eighth annual announcement of the fan-selected Pepsi NFL Rookie of the Year award
• Producing an original content video featuring Super Bowl XLIV MVP – Drew Brees of the New Orleans Saints – and Pro Bowler Ray Lewis to help introduce the new Pepsi MAX bottle
• Facilitating a 23 station co-op SMT about entertaining with Ovie Mughelli of the Atlanta Falcons, showing how the new Pepsi MAX bottle would add to any Super Bowl party
• Showcasing the new bottle in the celebrity and media-filled Super Bowl Style Lounge
• Driving consumer engagement via an interactive 100’x60’ football field at The NFL Experience that greeted fans and brought recent Pepsi MAX NFL ads to life
PepsiCo also hosted a private party for its employees, customers and bottlers featuring performances by DJ Pauly D and Lenny Kravitz, as well as appearances by Mark Sanchez of the New York Jets, Serena Williams, DeMarcus Ware of the Dallas Cowboys, Ahmad Bradshaw of the NY Giants, Josh Freeman of the Tampa Bay Buccaneers and Chad Ochocinco of the Cincinnati Bengals.
In a little more than a week, the team generated media impressions across national and top tier outlets including Associated Press, Reuters, USA Today, NFL Network and ESPN, as well as influential urban and music blogs.
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