YouTube
X and YouTube partner to launch customized ad experience to promote NFL Sunday Ticket and YouTube TV
2x
Average YouTube TV Engagement Rate
+59%
of fans that mentioned YouTube TV during the flight had never posted about the brand before
Stat sig lift in consideration
If you want a top-notch second screen experience for the NFL, you go to X. If you want an unparalleled first screen viewing experience for the NFL, you go to NFL Sunday Ticket on YouTube TV. And with NFL Sunday Ticket’s multiview feature, fans at home can watch up to 4 games at once to truly immerse themselves in live NFL action more than ever before.
Campaign Objective
As the 2024 NFL Season kicked off, YouTube TV and X joined forces to promote and drive consideration for NFL fans on the platform to sign up for NFL Sunday Ticket on YouTube TV. The gameplan wasn’t only about growing awareness, but also moving consideration, so the teams decided to leverage the multiview feature in a never-before seen way to engage fans and convince them to consider NFL Sunday Ticket. The teams knew promotion of NFL Sunday Ticket multiview needed to dial into the specific reasons fans are watching the NFL to convince them to sign up.
The Solution
Fortunately, the partnership could lean on the power of X as a platform for real-time insights to understand the latest NFL fandom behaviors and trends. The findings? As the NFL and all the ways fans interact with the game have grown, the reasons fans watch have become more distinct. When analyzing the NFL conversation on X, it became apparent that NFL fans are watching games on Sundays for different reasons. Looking at a representative sample of NFL fandom on X, 4 key archetypes began to emerge:
- Casual Fans - fans who Post a few times throughout the season, consume content, and mostly casually lurk and engage.
- Avid Fans - fans who Post many times per season (often 100+ times) about many teams and players.
- Team Fans - fans who Post and engage almost entirely about a single team.
- Fantasy Football & Sports Betting Fans - fans who Post about a wide variety of teams, players, and frequently talk about sports betting and fantasy sports.
If the YouTube team and X were going to move consideration, they needed to build something that could be hyper relevant and customizable to the WHY, for each fan archetype.
In partnership with the NEXT Team, a creative & innovation team provided by X to support brands during their biggest moments, the team custom developed a first ever “MULTIVIEW ENGINE”, that gave NFL fans on X a custom set of matchups inspired by the multiview feature on NFL Sunday Ticket, based how they engage on the X platform.
The MULTIVIEW ENGINE was built through partnership with 3P Partners Social Database & IC Group, who were able to provide individual fan-by-fan analysis using real behavioral data to inform the experience on X. The experience shared data-informed multiview combinations to all fans that engaged specific to their unique fandom. Games in each fan multiview were determined using signals like the team they engaged with most on X, the player they engaged with most on X, the games their friends (X Followers) on X were talking about and the most talked about game on the platform for any given day. The experience ran from Week 1 to Week 3 of the NFL Season, showcasing to fans exactly how multiview on NFL Sunday Ticket could provide value for any fan viewing need.
The Results
NFL fans on X enjoyed the experience and asked if it could be built out for other sports. The sharing of personalized game combinations inspired by multiview helped the campaign garner an additional 560,000+ impressions (enough to fill every NFL Stadium on any given Sunday).
The campaign was also a conversation starter, 59% of fans that mentioned YouTube TV during the flight had never posted about the brand before, and the experience was ultimately an impactful mover of consideration for NFL Sunday Ticket promotion during the season.
Products used:
- Objective: Engagement
- Goal: Drive consideration
- Media Types: Custom Scheduled Notifications experience
- Geographic Targeting: United States