ABOUT THIS ENTRY

The NFL is full of stars, but only a select few are able to call themselves Pro Bowlers. Fans and players saw this year’s game as a destination not only for the game but with the return this year of the NFL Pro Bowl, it also marked the first time ever the game was played in a city known for its incredible live entertainment…Viva Las Vegas!

How does this represent “Excellence in Engagement”?

The camera work. The innovation. The collaboration. We set the bar incredibly high for this spot, and together we went way above expectations. We took a risk by trying something new & bold, something we had never done before. And it paid off. Not only did this social piece grab attention and reach new audiences, but it also became the official NFL Pro Bowl Ticket sales spot, a spot that pulled the viewer in and kept them engaged and on the edge of their seats throughout.

Objective:

Our objective was to partner with influencer drone pilot Johnny Schaer to create an innovative and immersive hype promo that showcased the Las Vegas strip and Allegiant Stadium, glamorize Las Vegas as the new Pro Bowl destination, and get fans amped for the return of the big game.

Strategy & Execution:

The Vegas skyline is one of the most iconic in the world, and we wanted to capitalize on that. There was no better way to announce the event move to fans than to highlight the iconic strip and showcase the NFL’s new crown jewel, Allegiant Stadium where the 2022 Pro Bowl was being played.

To bring a little Vegas flair and excitement, we collaborated with Johnny Schaer, one of the top drone pilots in the world known for his talented drone camera work. The spot was shot on a Red Komodo FPV drone: starting at Caesar’s Palace and proceeding to fly through various iconic structures on the Strip, going down the Paris Hotel’s Eiffel Tower and the Linq’s Ferris wheel before flying through Allegiant Stadium with astonishing acrobatics. To highlight the star-studded event and draw in fan interest and affinity across a variety of markets, top players were animated across major monuments and signage throughout.

When it came to rolling out, we utilized Instagram's new collaboration feature with @Johnny_FPV. This allowed Johnny to reach the NFL’s mass audience while allowing the NFL to reach Johnny’s following: all the while being transparent with our fans to offer Johnny total credit.

Results:

This stunning display of first-person-view piloting along with next-level editing dazzled fans everywhere. The spot hit the jackpot in attracting millions of fans to the news about the event.

What happens in Vegas, did not stay in Vegas. The flyover went far beyond Las Vegas with the enormous reach of the NFL as well as Johnny Schaer’s massive social following, the NFL saw the spot reach millions and it appeared in articles worldwide.

For viewers, the spot was so unreal, that it didn’t look real. It was a thumb-stopping spot that not only immediately captivates the user's attention, but also brought out the fans and the stars for the Pro Bowl in the bright light city of Las Vegas. The content was so striking that it ended up being turned into the official NFL Pro Bowl Ticket spot TV commercial.

The Work:

Production

• NFL
• JohnnyFPV
• Caesars Palace

Credits

Tim Ellis
CMO
NFL

Marissa Solis
SVP, Global Brand & Consumer Marketing
NFL

Rhett Nichols
VP, Global Brand & Consumer Marketing
NFL

Ian Trombetta
SVP, Social & Influencer Marketing
NFL

Rich Elmore
VP, Player & Club Social Marketing
NFL

Tony Isetta
Sr. Director, Creative Marketing
NFL

Justin Anderson
Director, Social Content
NFL

Erin Schaffner
Sr. Manager, Social Content
NFL

Chris Hill
Executive Producer, Creative Marketing
NFL

Randy Sollenberger
Production Manager
NFL

Jackie Finn
Manager, Global Brand & Consumer Marketing
NFL

Careen Chapjian
Producer
NFL

Keane Luong
JohnnyFPV, Inc.
NFL

Johnny Schaer
Drone Pilot
JohnnyFPV, Inc.

Dave Radin
Associate Producer
JohnnyFPV, Inc.

Carla Lopez
Associate Producer
NFL

Sana Merchant-Rupani
Director, Club Social Strategy
NFL

Britt Deise
Manager, Club Social Strategy
NFL

Scott Koppenhaver
Sr. Manager, Social Content
NFL

Bryce Gustafson
Director, Social Content
NFL

Paul Andraos
Director, Creative Marketing
NFL

Joe Lovallo
Coordinating Director
NFL

Dave Mellott
Supervising Producer
NFL

Thomas Kurniady
Graphic Designer
NFL

Simone Benyacar
Music Director
NFL

Logan Armstrong
Audio Engineer
NFL

Katrina Issa
Graphic Designer
NFL

Allen Lester
Director
NFL