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Barclaycard US: NFL Extra Points

O’Malley Hansen supports Barclaycard US through traditional public relations and influencer engagement, integrated marketing programs, product launches, media monitoring, event coordination and issues/crisis management.

To support the NFL Extra Points Visa card, we executed an integrated marketing program with Barclaycard’s social media, sports marketing and communications team to activate during the 2015 Super Bowl in Phoenix. The objective was to create a program that strengthened card awareness among football fans, generated national media coverage and increased audience reach for the charity field goal kick event.

In the week leading up to the Super Bowl, we conducted a media tour to appeal to both local and national media by engaging Phoenix’s favorite NFL Kicker, Jay Feely, and partnering with The Pat Tillman Foundation, a well-known and locally relevant charity that benefits veterans.
We strategically leveraged our spokesperson and charity partner for the kick event to the media as well as maximized Barclaycard’s daily ticket giveaway promotion to raise awareness for the NFL Extra Points Visa card.

As a result of our collective efforts, the two-week program earned nearly 200 million media impressions from outlets like Rachael Ray, TODAY, Fox & Friends, The Jim Rome Show, NFL Network, and CBS Sports Radio.